Waking up Wallis Creek's long-lost leads
- Client
- Walker Corporation
- Industry
- Property
- Solutions
- Marketing Technology
- Region
- Australia
Conversion rate on the landing page
47%
Open rate for eDM/SMS, against a 21.33% benchmark
40.62%
Click-to-open rate, against a 1.77% benchmark
8.64%
The challenge
A decade-old digital puzzle: outdated information, plenty of gaps, and buyers who’d long stopped hearing from the project. The campaign had to clean the data, re-ignite old connections, and offer a VIP pass back into the Wallis Creek story, before lead generation spend was even considered.
Our solution
A rigorous mobile and email verification phase got the database squeaky clean and segmented, then a 5-step drip campaign warmed leads back up, gracefully exiting anyone who engaged or completed a form. A value exchange, update your profile for a chance to win, turned engagement into a rewarding experience, pairing a heartfelt thank-you with an exclusive sneak peek at what’s next for the development.
Master templates and compelling copy carried the strategy, run through PropertyBase data with Campaign Monitor and Mercury SMS rather than traditional advertising, and custom Unbounce landing pages funnelled spotless data straight back into PropertyBase for the sales team.
The results
The data-cleanse campaign converted at 47% on the landing page, with a 40.62% eDM/SMS open rate against the 21.33% benchmark and an 8.64% click-to-open rate against 1.77%: a customer-led relaunch that went to the database first, and proved it deserved to.
From the team
It's been awesome working with the Walker Corp team to see how we can combine The Garden's MA expertise and CRO knowledge to execute a creative solution to the problems they were facing when looking to relaunch one of their flagship communities. I love that the team wanted to face these challenges head on to be customer led in their approach to going to their database first, before launching lead generation. The results really do speak for themselves, and we couldn't be happier with the outcome!
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