Digital Marketing Strategy For Emerging Homeland Development Ltd

OVERVIEW

Emerging Homeland Development Limited is a real estate development company with a focus
on design excellence, build quality and timely delivery. They are located in Lagos, with 3 estates and over 190 units of apartments, terrace and semi detached duplexes.

The goal of this project was enhancing the company’s online presence and generating high-quality leads. 

December 2023 - May 2024

My Role

  • Developed and managed ad campaigns across multiple platforms.
  • Wrote SEO-optimized blog posts to drive organic traffic.
  • Scripted YouTube videos to enhance engagement.
  • Managed the CRM system and set up marketing automation.
  • Crafted WhatsApp follow-up copies.
  • Generated qualified leads.
  • Created design briefs for ad creatives and wrote compelling ad copies.
  • Developed content and marketing strategies

Background

Key Challenge:  The real estate industry took a big hit mid last year. From the outcome of the election to tension within major states, coupled with high inflation, increase in prices of building materials and naira devaluation. More Nigerians became conservative about investing in real estate for a while, especially in Lagos. 

Team: I joined the  team as a Digital Marketer and I worked with a team of  7 and reported to the line manager. The team included 3 tele sales officers, a videographer, social media manager,  graphics designer and site engineer.

Key Achievements: Successfully reduced the cost per lead and improved the lead-to-qualified lead ratio to 29% by the third month.

Understanding The Problem

After series of individual and group meetings with the CEO, HR Manager, Digital Marketer, and the sales team, I concluded that the key challenges were;

  • High cost per lead.
  • Low conversion rate from leads to qualified leads.
  • Ineffective audience segments.
  • Minimal digital brand collaterals.
  • Need for consistent and engaging content.
  • Inefficient management of customer relationships.

Strategic Approach

Here are some strategies I employed to generate quality leads

  • I developed paid campaign strategies and implemented targeted ad campaigns.
  • I researched new audience and developed new customer avatars for future campaigns.
  • I tracked existing ad campaigns, optimized high performing ad set, duplicated high performing creatives and tested with new audiences and  new locations.
  • I drafted design briefs and supervised design implementation, then tested new creatives with old and new audiences. 
  • I managed and optimized the CRM system for better customer engagement.
  • I tracked tele sales team response time, monitored conversations and optimized for lead qualification through automated response sequences.
  • I used Wati for WhatsApp follow-ups to maintain high open rates and ease follow ups.

 

Strategies to improve online presence

  • I created a comprehensive content calendar that catered to YouTube, Blog and Linkedin
  • I collaborated with the social media manager to create a social  media calendar
  • I  researched, wrote and submitted SEO-optimized content regularly.
  • I scripted, and supervised/directed the production of YouTube Content

Sample Post

Screenshot contains sensitive lead information.
Sensitive information covered per contract clause

Key Insights & Results

  • Achieved over 200 leads monthly with a 20% conversion rate to qualified leads.
  • Reduced last quarter’s cost per lead significantly.
  • Enhanced customer engagement with a 61% open rate on WhatsApp follow-ups.
  • Developed a robust digital presence through consistent and optimized content creation.