Hudson Quarter is a brand-new, multi-award-winning mixed-use development located in the heart of York. The development is owned and managed by Palace Capital, one of the largest regional property investment firms in the UK.
Hudson Quarter is a development project that aims to promote luxury apartments, studios and penthouses for both buyers and investors interested in acquiring a property in the heart of York, with perfect connections with Leeds, Manchester, London and 4 international airports.
Palace Capital contacted topflight at the end of 2021 to develop a Paid Search campaign, aiming to promote a series of accommodations at Hudson Quarter York.
At the time of starting this campaign, York was struggling to find accommodation for all of the students enrolled at the University of York. This represented a unique opportunity for parents that could either be interested in buying a brand-new apartment for their children or using Hudson Quarter to invest in real estate.
topflight developed a comprehensive PPC campaign targeting very highly segmented audiences and aiming to increase sales, specifically for the 2-bedroom apartments, as well as raising the HQ’s online profile for potential investors.
For this project, we designed a 3-month Search and Display campaign targeting highly segmented audiences and focusing on obtaining leads from a brand-new landing page that was created by the client’s web development partner.
Being aware of the tremendous saturation that exists in the real estate market, the PPC team at topflight decided to create a campaign targeting different segments of relevant audiences targeting parents who want to buy an apartment for their children, and avoid disruptions caused by student accommodation, as well as investing in UK property.
We also limited the geographical locations to target relevant countries, using historical data from previous sales.
Since this campaign was targeting not only foreign parents but also potential investors, we came up with two ad variations:
- One ad group focused on international students that were interested in student accommodation alternatives.
- A second one aimed at foreign investors who could see Hudson Quarter as the perfect real estate diamond in the North.
Each one of those ads was using different audience variations and keyword clusters.
During the PPC campaign, we installed a series of heatmaps across the website to track user behaviour and make real-time amendments to maintain the performance levels.
Our 3-month PPC campaign resulted in 70 new online enquiries, a 43% increase compared to the 3 months prior to starting the campaign. The CPC (Cost-Per-Click) remained under £1.5, which situated the cost per conversion at only £60, a very optimal figure considering the high demand for the real estate market.
In addition to these results, the brand visibility also peaked during the 3-month period thanks to the paid search exposure, which resulted in a 28% YoY increase in organic traffic.