Property PR and marketing case study: Creating a digital home for a leading Edinburgh property estate agency
VMH Solicitors are an Edinburgh-based leading estate agent and solicitor firm.
These guys are a small, progressive firm who believe in getting the best result for their client possible when selling or buying a property.
Their knowledge on the ground is impeccable. The challenge at hand was to transfer this into the digital-sphere.
For over two years I have been in charge of VMH’s content marketing and social media output.
The content that I produce and upload onto their website is thought-provoking, spurs engagement and ticks all the right boxes with Google. The content encompasses area focuses – this shows Edinburgh knowledge and allows for SEO in that area to pick us up, staff focuses – prime for sharing on social, monthly featured property – showcasing a house for sale that really can’t be missed, and a current / focused piece on the Edinburgh property market – ideal for larger brands, for instance ESPC, to share the knowledge that VMH has, but just hasn’t shown.
Combine this content with video marketing, sharing local news, creating infographics, amongst others for social media and you have a steady stream of engaging content that is going to convert.
I also run a monthly newsletter for VMH that ensures our news and views reach further audiences and relaying in additional traffic being diverted to the site.
Property PR and marketing: VMH Solicitors
The content produced on the website resulted in a climb in the Google rankings, the bounce rate reduced, new users increased and the total time on the site increased considerably to over 3.5 minutes. The VMH website soon turned into a lead generating machine, with properties flying off with just a number of days turnaround. That, coupled with some of the Google page 1 blog success, boasted well for the VMH business and the staff as a whole.
The social media audiences increased on all channels by a minimum of 20 per cent – with the second main referral to the website being social media – highlighting just how crucial this medium is to master.
The newsletter boasts open and click-through rates considerably higher than that of the average, and remains a crucial part of the marketing strategy to this day.
‘‘Nathan has been a fantastic third party support and feels almost part of the team. Having worked closely together, Nathan understands who we are and what we do and has helped us project our voice as a firm on social media. We trust Nathan to provide thoughtfully designed and worded information to our clients, our social media followers and all those looking for help in buying and selling their homes.”