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Sotheby's digital revolution: Thriving with LinkedIn & Peoplr during COVID-19

LinkedIn Automation Pathfinder CustDev
Sothebys overcomes COVID-19 challenges, reinventing real estate sales with digital strategies and LinkedIn, achieving significant client growth.
In the wake of the COVID-19 pandemic, the real estate giant Sotheby's found itself at a crossroads, faced with the challenge of reinventing its client acquisition strategies. Known for its reliance on personal connections and grand events, a shift to online platforms became imperative. This is where Peoplr stepped in.

The challenge: Navigating uncharted waters

Sotheby's, synonymous with elite property sales and real estate investment, had to adapt swiftly to the new normal. The traditional avenues were no longer viable, demanding a paradigm shift towards virtual interactions and online negotiations. The challenge was not just to survive but to thrive amid uncertainty.

The solution: A strategic alliance unleashes innovation

Our mission was to leverage the potential of LinkedIn, blend it with compelling content, personalized messaging, and virtual events. The collaboration was not just a response to adversity; it was a blueprint for success in the digital era.

Execution: Crafting a symphony of engagement

LinkedIn transformation:
  • Profiles of 4 key partners at Sotheby's underwent a makeover, projecting an image of authority and trust.
  • Connections with existing clients were strengthened, while the network expanded exponentially.
Strategic outreach:
  • A meticulously curated list of potential clients and influential figures in the industry was compiled.
  • In over 4 months, 4-6k personalized LinkedIn invites were sent monthly, accompanied by 12-20 engaging content pieces to captivate the audience.
CRM enrichment:
  • Leads were added to the CRM with enriched data, including phone numbers and emails.
  • Online events, surveys, and personalized email newsletters further solidified client relationships.
Multi-channel engagement:
  • WhatsApp became an additional avenue for targeted messages.
  • The use of voice notes for webinar sign-up confirmations significantly boosted conversion rates.
Results: Triumph amidst turbulence
  • Over 200 engaged participants:
Sotheby's online webinars witnessed the active participation of over 200 individuals within a span of 4 months.
  • LinkedIn flourish:
The LinkedIn accounts of the 4 partners flourished, each gaining 1-2k new connections.
  • Social media reach:
Initial post interactions and views surged from dozens to an impressive 30-40 per post.
  • Client acquisition:
Several significant clients were successfully acquired, yielding a substantial return on marketing investments.
  • Robust foundation for the future:
The contacts amassed, both on LinkedIn and in the CRM, laid a solid foundation for the next 3-6 months.
Conversion metrics: A testimony to precision
  • 9,000+ first messages sent:
A proactive approach resulted in over 9,000 first messages sent.
  • over 90% conversion rate to email:
An outstanding 26% conversion rate from LinkedIn connections to email contacts.
  • Webinar engagement:
37 participants actively joined the webinars, demonstrating the efficacy of the virtual events.
  • CRM enrichment:
The CRM was enriched with 330+ client phone numbers, enhancing the quality of future interactions.
  • Active chats and warm calls:
500+ active chats initiated during the project, with over 100 warm calls made, cementing client relations.
Sotheby's not only weathered the storm but emerged as a beacon of resilience and adaptability.