Luon used direct mailings in a project for real estate agent Acasa Invest to follow-up on leads which they pre-qualified via a website and an online tool. The direct mailing included in-depth information and offering. Luon helped them to increase the conversion with 266% and ended with a spectacular ROI. Find out about the objectives, the campaign and the results!

• Rather than selling unreachable dreams, Acasa Invest offers profitable investments for different budgets and investor types. Unfortunately, lots of leads are lost after the first awareness-creating contact moment.
• The classic target group of independent professionals and wealthy private individuals is approached by competitors frequently.

OBJECTIVES

• Redefine target groups and locate people who have a financial reserve, and who are willing to make a profitable investment in Belgian real estate?
• Communicate the tangible advantages of real estate investment and take down the traditional ‘not-for-me’ barriers in a straightforward and convincing way.
• Create an easily maintainable program and mechanics enabling to track and follow leads throughout the different stages. Main goal: to attract new leads and convert existing leads over time.
• Find a way to push the company’s lead-to-sales conversion ratio upward to 25%.

IDEAS

• Based on desk research and interviews, we changed the offering and the tone of voice in order to create awareness and trigger response within non-traditional target groups.
• A combination of both on- and offline direct mail formats to highly targeted prospect databases.
• Set-up of a lead generation program framework following a specific flow: invitation > online investment simulation > event or e-news registration > lead qualification. This approach allowed a targeted follow-up and better conversion plus an enrichment of the database for relational follow-up.

RESULT

Less is more: a decrease in number of initiated contacts of 39% increased the number of closed sales with a stunning 266%. Impressive results, and the living proof that smart campaign planning, qualified targeting and creative execution lead to excellent Return On Marketing Investment.

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