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.
