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Client:

Axon Property Management

Industry:

Property Management

Services Provided:

Website Design, Website Management, UX Overhaul, Search Engine Optimization, Content Creation, Facebook Advertising

Competing with the top dogs in Kingston

Axon Property Management is one of Kingston’s most prominent and trusted property management companies. They offer a wide range of landlord services and support for their current tenants. Founded in 2015, Axon is a relatively new company compared to their main competitors who have been established in Kingston for decades. As a result, they compete with businesses who have invested in advertising and SEO for years.

Imperium's Mission

We were tasked with helping helping Axon create a stronger online presence in the following ways:

  • Fill vacant rentals for 2020
  • Increase organic traffic to their website from property owners
  • Optimize their website experience

The Challenge

Our challenge was to develop an entirely new online experience for Axon that was easily manageable and would set a base for growth using advertising and SEO.

Strategy

At Imperium, we are firm believers that if a company is going to invest money in driving traffic to their website, they must first optimize their website for this surge in traffic. This will ensure that an acceptable conversion rate is achieved and paid traffic will not be wasted.

So, the plan was to overhaul axonproperties.ca, fill available rentals using targeted FB ads and drive traffic from property owners using local SEO. As traffic begins to increase, we would optimize UX using advanced analytics and heat mapping software.

The Impact

0
Rental Leasing Leads
+ 0 %
Organic Traffic Increase
+ 0
Net Search Engine Results
+ 0
Largest Keyword Increase
“My company has been using Imperium Social for several months now and the results have been amazing. They’ve got our website up to the top page and it’s running flawlessly.” – Nick Dowd

01. Website Design Overhaul

The previous website for Axon Property Management was in need of a significant overhaul. We were presented with the challenge of an outdated website that needed to be stripped down and built from the ground up.

We planned, designed and implemented a responsive, functional website that brought true tangible value to Axon. Equipped with a fully dynamic property listing platform, we have allowed Axon to maximize their online efficiency.

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02. UX Optimization

On desktop/mobile, we noticed that around 20% of clicks were happening on service icons which were not previously linked to corresponding pages. As a result, we were able to improve user experience by linking these buttons.

Additionally, we analyzed recordings like the one below to get a better understanding of how people interact over multiple pages. This is the power of integrating data analytics with your website design.

03. Search Engine Optimization

Campaign Purpose: To increase visibility and organic search traffic to a newly created website in an aged,  competitive landscape.

Keywords Targeted: 45
Average Keyword Difficulty: 26

1st Page Keywords Before: 0
2nd Page Keywords Before: 8
Estimated Organic Monthly Visits Before: 8
Average Keyword Position Before: 55

Campaign Length: January 2020 to March 2020

Campaign Results: After only  3 months axonproperties.ca Google presence has increased significantly; this greatly improved local awareness and is driving targeted customers and leads to the website.

1st Page Keywords After: 9
2nd Page Keywords After: 14
Estimated Organic Monthly Visits After: 157 (+1,862.5%) 
Average Keyword Position After: 24.47
Property Management Leads: 2

04. Content Creation for Facebook Ads

With the development of their Facebook Advertising campaigns, Axon needed a content strategy that resonated with young adults living within the Kingston Area. We provided advertising content containing both images and videos that would entice students and young professionals looking for rentals.

05. Facebook Advertising

Campaign Purpose: To attract and convert website visitors into paying student rental applications. Axon needed to fill leasing spots for the end of year season.

Total Ad Spend: $288.24
Total Management Spend: $500
Total: 788.24

Total Link Clicks: 988
Total CPC: 0.29
CTR (link Clicks only): 2.42%
Reach: 9774
Impressions: 40892

Campaign Length: November 2019 to December 2019

Campaign Results: Imperium secured over 140+ student leasing applications for Axon Property Management. 

Leads: 143
Cost Per Lead: $5.51
Conversion Rate (Link Clicks): 14.47%

Do You Want Results Like This?
We Can Help

Your business deserves digital services that are expertly crafted and deliver a true, tangible return on investment. When you work with Imperium, you are working with a competitive team who is dedicated to making you the king of your industry.
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