ANVIL Property Smith is a one-of-a-kind commercial and industrial property brokerage that prides itself on property intelligence.

They offer premium customer service by analysing the market and their own customer base to predict trends and stay ahead of the competition. Since establishing in 2012, ANVIL Property Smith has grown significantly with their portfolio spanning property across South Africa.

When Matthew Marvin, founder of ANVIL Property Smith started his business back in 2012, he wanted to create an online platform that would amplify his business – but it was not as easy as it seemed. “Luckily we were introduced to SearchKings” says Matt and since then they have seen great results and exponential growth.

“The search industry is to a tough one with people promising a lot of things”, but switching to SearchKings™ Africa was a breath of fresh air he says. Having a team that is collaborative, results-driven, transparent and honest, and willing to put in the time to earn his trust meant a lot to him.

“In this experience, we have been a step ahead of our competitors, and online you [SearchKings™ Africa] have been a step ahead of us – keeping us two steps ahead”

Thanks, Matt for trusting us in helping you grow your business exponentially online – “We win when our clients win”

THE ISSUE

Due to the competitive nature of the property industry, ANVIL decided they’d like to make smarter marketing decisions rather than solely increasing their above-the-line marketing budget to get ahead of their competitors and grow their brand presence and reach.

By incorporating online advertising into their marketing strategy, they would be able to tailor their strategy for inbound sales and get a measurement of their return on investment.

THE GOALS

  • Grow their brand visibility and reach both offline and online.
  • Understand and improve on lead quality per channel (online and offline).
  • Generate a positive return on marketing investment.

THE APPROACH


LEAD
TRACKING

In order to measure the effectiveness of offline and online marketing, ANVIL needed to track all their inbound sales leads correctly

  • Set up email tracking for all inbound email leads linked to Anvil internal proprietary CRM
  • Link all inbound lead phone call and email tracking to Google Analytics and Google Ads for detail ROI analysis.

BRANDING
  • Increasing ANVIL’s brand visibility and reach both offline and online was paramount to their marketing and commercial objectives.
  • Owned key branded search terms on SERP in both Paid and Organic listings.

BRANDING

Increasing ANVIL’s brand visibility and reach both offline and online was paramount to their marketing and commercial objectives.

  • Created campaigns that would maximise brand visibility on searches for ANVIL as well as their competitors.
  • Owned key branded search terms on SERP in both Paid and Organic listings.

DISPLAY

Advance GDN display campaigns were developed that included advanced user segmentation in order to introduce the brand to potential customers in the market for office space.

  • Localization of all display (GDN) and Youtube marketing with specific geographical messaging to match offline out of home advertising.
  • Created a comprehensive display banner strategy for the brand which included dynamic remarketing campaigns for specific high revenue-generating listings.

RETURN ON
INVESTMENT

Constant collaboration between SearchKings™ and Anvil property smiths has ensured the continuous analysis of data, lead volumes and lead quality has ensured scalable results and increased marketing investment.

  • Access to SearchKings™ proprietary call tracking solution has ensured both parties are kept driven toward improved customer service and agent responsiveness.
  • Better understanding lead quality and volume by channel has made it simpler to move marketing budgets around based on clearly defined success metrics.

RETURN ON
INVESTMENT

Constant collaboration between SearchKings™ and Anvil property smiths has ensured the continuous analysis of data, lead volumes and lead quality has ensured scalable results and increased marketing investment.

  • Access to SearchKings™ proprietary call tracking solution has ensured both parties are kept driven toward improved customer service and agent responsiveness.
  • Better understanding lead quality and volume by channel has made it simpler to move marketing budgets around based on clearly defined success metrics.

THE RESULTS

Become Our Next Success Story