Case Study: Michelle Buckman
Pay Per Click Management, Local Search Engine Optimization, Direct Mail, Literature Development,Social Media Marketing, Logo Design, Ad Creation
Customer Background:
An experienced realtor licensed in Washington, DC and Maryland, Michelle Buckman represents W.C. & A.N. Miller of Long and Foster Company and Christie's Great Estates properties in Chevy Chase, Northwest Washington, DC, Capitol Hill, and the up and coming Trinidad DC neighborhood. Specializing in the sale and resale of single family homes and estates, condos, co-ops, and multi-unit buildings, Michelle works with a full range of clients, including upscale buyers and sellers, investors, and first-time home buyers.
The Challenge:
Michelle hired Digital Assembly Line in the spring of 2005 to first help her develop her logo and website with the goal of attracting new clients in her targeted markets. In the fall, Michelle asked Digital Assembly Line to develop an ad to highlight homes she had listed or sold. DAL developed an effective ad campaign that not only drove customers to her website, but an ad campaign that Michelle could use over and over by simply changing the images of the home she was listing, along with that home's listing information. The ads ran in local community and high-profile newspapers, including the Northwest Current, Washington Post, Georgetowner, and Capitol Hill's The Hill Rag.
In early 2007, Michelle turned to Digital Assembly Line to create an aggressive, theme-oriented direct mail campaign, with a focus on Chevy Chase DC and Chevy Chase Maryland, to be sent to prospective clients. The direct mail campaign consisted of a 7 x 9 gloss postcard that featured a listing or recent sale on one side, and on the opposite side information that would be of specific interest to the residents of the area. That information included a calendar of local events along with historical facts or interesting facts about the targeted neighborhood.
In late 2007, Michelle began moving more of her marketing budget into online Pay per Click (PPC) advertising. While her direct mail campaign was successful in winning new clients and selling her listings, Digital Assembly Line recommended that Michelle embark on an online PPC campaign to see a larger return on investment. Nearly three years later, Michelle's PPC campaign is still running successfully and is targeting prospective customers geographically to the zip codes and neighborhoods she focuses on.
Knowing that a new Administration and Congress would be coming to Washington, DC in 2009, Michelle decided to begin an aggressive search engine optimization (SEO) campaign. to attract clients that would be leaving the city after their candidate had lost, along with those new clients coming to the city along with the new Administration. The SEO campaign was extremely successful, and Michelle recently renewed for a second year of SEO services with DAL.
Most recently, in mid-2009, DAL began a social media marketing campaign to aid SEO efforts for Michelle and keep visitors coming to her website. DAL integrated a blog into her site, as well as a plug-in to allow her website's blogs to update her Twitter and Facebook accounts. DAL writes blog content several times a month and blogs on her behalf on the popular real estate blogs Trulia and ActiveRain.