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 expert licensed realtor in Washington, DC and Maryland, Michelle Buckman represents W.C. & A.N. Miller 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 buyers.
The Challenge:
Michelle hired Digital Assembly Line in the winter of 2006 to first help her develop her image, logo, and website with the goal of attracting new clients in the Chevy Chase Maryland-Washington, DC area, as well as the Capitol Hill area of Northwest Washington, DC. In the fall of 2006, Michelle asked Digital Assembly Line to develop an ad to highlight homes she had listed. DAL developed an effective ad that not only drove customers to her website, but one consistent ad 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. Creating one standard ad that changed with each listing enabled Michelle to protect the brand image she was acquiring by running that ad. The ad ran in local community newspapers, including the Northwest Current, 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 in Northwest Washington, DC. The direct mail campaign consisted of a high-quality gloss postcard that featured a listing or recent sale on one side, and on the other side such useful information as a calendar of local events and historic information on area neighborhoods.
In late 2007, Michelle began moving her marketing budget into online Pay Per Click (PPC) advertising. While her direct mail campaign was successful in winning her new clients and selling two 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 working 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. DAL created an 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 so her website's blogs would 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.