The brief by the firm was to simply drive potential new clients to its website, and get an instant quote, coupled with growing the brand as a thought leader and as an award-winning firm in the conveyancing/property industry.
The top level of the campaign’s Paid Social funnel focused on promoting the message of ‘Care Free Conveyancing’. Playing on the fact that buying a house is typically quite stressful, we promoted to people looking to move (those browsing sites such as Rightmove and Zoopla) that using Fletcher Longstaff for their conveyancing will put them at ease.
After a user had watched this content (there were three videos produced in total), these potential new clients were then shown a series of videos featuring the Fletcher Longstaff team offering helpful tips on both the conveyancing and general moving process. This helped to warm up leads and drive conversion.
For PR, we predominantly focused on the digital element; with facets of traditional, print-geared PR included. To gain the most coverage, we positioned the firm’s director as a thought leader by pitching him to both property and B2B titles, giving opinion on both property and pertinent business issues. We also researched suitable awards to enter Fletcher Longstaff into, as well as opportunities to participate in industry forums and round table discussions.
The firm is now top-rated in the conveyancing category nationwide on the likes of Trustpilot and similar review sites.
“Fletcher Longstaff is a dynamic and forward-thinking company that stands out amongst its peers who can be seen as archaic and quite behind the times. It was important to think outside of the box and come up with a campaign that encompassed this essence, this is how the idea of ‘Carefree Conveyancing’ was developed, putting emphasis on how new technology is making life easier for the customer.” – Mike Shields, Head of PR