Background

Carlton International is a luxury real estate agency based on the French Riviera that sells and rents luxurious properties to an exclusive and international clientele.

Objectives

Carlton International's on-going web marketing objective is to increase the quality and volume of enquiries to www.carlton-international.com.

Campaign Overview

Think Web Marketing began work with Carlton International at the beginning of 2004. While Carlton International wanted to increase the number of enquiries to the site, it was imperative that the right visitor be targeted. The French Riviera property market is extremely buoyant and therefore there is no shortage of property browsers online. However, at the highest end of the market legitimate buyers are more difficult to attract.

As an initial step in the Carlton International web marketing campaign, highly qualified pay-per-click campaigns were put in place on Google and Yahoo with keywords and ad text reflecting the calibre of the Carlton International product. Knowledge about successful keywords was then harnessed to optimise visibility on the natural listings. Carlton International is currently ranked #1 on Google.com and Yahoo.com for "luxury real estate south france" and "luxury real estate france" [Feb 2007]. Keyword knowledge was also used to identify referral marketing opportunities on luxury real estate portals internationally such as LuxuryHomes.com and UniqueHomes.com.

Results

The volume of enquiries to www.carlton-international.com has tripled since 2004. The key success factor however has been the quality of enquiries being delivered through the campaign. The average sales enquiry value is now €3 Million and the average rental enquiry €40,000. This represents enquiries at the highest end of the local property market. The conversion rate of enquiries to completed business is approximately 5% for each business area (All Data Sources: Philip Wesier, Managing director, Carlton International).

Read Testimonial