Case Study: Lead Generation Success for HMO1 Using Google Ads and TikTok Influencer Marketing

Client:

HMO1 – A real estate startup based in Hermosillo, Sonora, focused on developing modern apartment buildings.

Objective:

To generate qualified leads and boost pre-sales for HMO1's first apartment building, with the goal of achieving a complete sell-out. The strategy also aimed to enhance the brand’s visibility and position it as a top choice for real estate investment in the region.

Challenges:

• Competing in a saturated real estate market.

• Limited brand awareness as a new company.

• A need to sell a significant number of units in a short time frame to secure funding for a second building.

Strategy:

1. Google Ads Campaigns:

   • Keyword Research & Targeting: We conducted in-depth keyword research to identify the most relevant search terms for potential buyers, including real estate keywords like “departamentos en venta Hermosillo,” “inversión inmobiliaria Sonora,” and “preventa departamentos.”

   • Search & Display Ads:

     • Created highly targeted search ads focused on users actively searching for real estate opportunities in Hermosillo.

     • Complemented search ads with visually compelling display ads featuring renderings of the apartment units, encouraging users to inquire about availability.

   • Location-Based Targeting: Focused the campaigns on users in Hermosillo and nearby regions to attract locals and those looking for property investments in the area.

2. Website Optimization for Lead Generation:

   • Landing Page Design: Optimized the HMO1 website to create a streamlined lead generation funnel. We ensured the landing page was user-friendly, with clear CTAs such as “Request Information” and “Reserve Now.”

   • SEO Enhancement: Optimized the website’s content for relevant real estate search queries, improving HMO1’s ranking in Google’s suggestion search. This included technical SEO improvements, mobile optimization, and enhanced page load speed.

   • Conversion Tracking: Set up comprehensive conversion tracking through Google Analytics and Google Tag Manager to monitor lead submissions, phone calls, and engagement with key content.

3. Influencer Marketing on TikTok:

   • Local Influencer Partnerships: To boost awareness and build trust, we partnered with local influencers on TikTok who appealed to the target demographic. These influencers created engaging content about the HMO1 development, showcasing the lifestyle and investment potential.

   • Viral Content Strategy: The influencer campaigns used TikTok’s trending formats to quickly spread brand awareness, driving traffic to the landing page and positioning HMO1 in top local search results.

   • Hashtag Strategy: Created and promoted branded hashtags such as #HMO1Living, which helped increase engagement and improve brand visibility among local audiences.

4. Remarketing Campaigns:

   • Implemented Google Ads remarketing campaigns to re-engage users who had visited the site but had not yet converted, delivering targeted messages with urgency-driven CTAs like “Only a few units left!”

Results:

• Sold-Out Pre-Sale: The combined efforts of Google Ads and TikTok influencer marketing resulted in a complete sell-out of the first apartment building within the pre-sale period, exceeding initial expectations.

• Significant Lead Growth: The campaigns generated a steady stream of high-quality leads, many of which converted into sales within the first month.

• Enhanced Brand Positioning: HMO1’s website ranked higher in local Google search results, increasing organic traffic by 40% over the course of the campaign.

Key Metrics:

• Lead Conversion Rate: 20%, outperforming typical real estate conversion rates.

• Cost Per Lead (CPL): Reduced by 30% compared to initial projections, making the campaign highly cost-efficient.

• Organic Traffic Increase: 40% boost in organic traffic due to SEO and local search optimization.

• TikTok Engagement: Over 100,000 views on influencer content, driving significant brand awareness and site traffic.

Conclusion:

By combining targeted Google Ads campaigns, website optimization, and TikTok influencer marketing, we successfully helped HMO1 achieve a sold-out pre-sale for their first apartment building. This case study demonstrates the power of a multi-channel approach to lead generation and brand positioning, leveraging both search and social media to drive measurable business results.