Fredrickson Properties
Fredrickson Properties designs and builds state-of-the-art custom homes. This family-owned business is committed to excellence and helping folks find their dream living spaces. The company was founded in 2019 and needed help optimizing their website, building brand recognition online and reaching the right audiences on social media. To help achieve these goals, New Boston conducted keyword research and reviews of their website and social media accounts, plus developed paid and organic digital campaigns on Facebook, Instagram and Google Ads.
Digital Review
To get an understanding of Fredrickson Properties’ strategy and identify areas for improvement, we evaluated the company’s digital presence. This process included reviewing their website and social media account setups and previous posts, then diving into what local and national competitors were doing to discover how Fredrickson Properties compared.
We also conducted a search engine optimization review for the website. Optimizing a website for terms searched on platforms like Google increases a site’s likelihood of being discovered by audiences actively seeking their services. We evaluated their site and ranked performance across various aspects to guide next steps. As part of this research, we developed a list of search terms and competitors, then used those lists to spot opportunities within the industry. We delivered a list of recommended key terms and phrases to incorporate throughout website content and optimize for search engine queries.
After the SEO recommendations were implemented, the Fredrickson Properties team shared the new terms had an almost immediate impact on the website’s performance, and they received an uptick in business inquiries through their website.
Organic and Paid Digital Efforts
After brainstorming ideas for the kinds of posts that would best fit Fredrickson Properties’ business and show off its team’s expertise, New Boston created an editorial calendar to plan the content and scheduling of social posts on Facebook and Instagram. During this process, we developed graphic templates in Canva to easily adapt for different posts. These designs were shared with Fredrickson Properties so they could use them at their own discretion after the project’s completion.
Influenced by the initial digital review, New Boston identified proper audiences to target in paid campaigns through Facebook, Instagram and Google Ads. Two campaigns were placed on Facebook and Instagram: one with a goal of increasing brand awareness (measured by total people reached) and one with a goal of generating website traffic (measured by ad clicks). We created the visual materials and wrote succinct, engaging copy for the Facebook and Instagram ads. After researching popular search queries and opportunities in the market, we developed and placed a Google Ads campaign.
Over the course of the Google Ads campaign, we earned a 9.17% click-through rate (the ratio of users who click on an ad to the total number of times the ad is shown). The average click-through rate for Google Search Ads across all industries is 3.17%. The average click-through rate for the real estate industry is 3.71%. We were thrilled to deliver excellent results!
Between the two Facebook and Instagram campaigns, the ads were shown a total of 94,248 times, reached 22,824 individuals and earned 547 clicks.
