Property HQ

Founded in 2013, Property HQ is a startup commercial real estate portal that has a mission to provide the commercial real estate industry with a simple, value-for-money portal to search and list commercial property and businesses for sale.

Challenge

Property HQ approached us to help them with their branding and overall digital marketing strategy. Being in an early stage as a startup and in one of the most competitive niches out there — dominated by the likes of realcommercial.com.au and commercialrealestate.com.au — it needed to stand out from the crowd to have any chance of success. The existing brand and website was dated and in desperate need of an overhaul. The website also lacked a blog or content that could attract visitors to the website. The website struggled to convert leads and Property HQ had no way to collect and nurture leads.

Solution

Our first priority was working with Property HQ to overhaul their brand identity and positioning. After analysing the competition, we developed a vibrant and fresh brand identity that better reflected the personality of the business. The branding included a new logo, typography, colour palette, brand style guide and a range of marketing and sales content.

Once the new brand was locked down, we next focused on the website design. We built-out wireframes which reflected a clean, contemporary and engaging design that was optimised for conversions — particularly email subscribers and new customers.

We then looked at the overall content strategy to ensure that the new site had a library of property news, research and blog content that would offer value to visitors. We also performed a comprehensive SEO site audit and identified a range of technical issues that needed to be fixed. These included cleaning up the URL structure, fixing broken links and improving on-page optimisation throughout the site.

The next phase involved finalising the design concepts, managing the website development, testing and pushing the site live. We managed the “relaunch” from a PR point-of-view and we succeeded in receiving coverage in The Sydney Morning Herald, The Age and Anthill.

We also overlaid a social media strategy, focused on growing our reach, engagement and followers on LinkedIn.

Rebrand tick. Website redesign tick. PR launch tick. What next? Property HQ needed a way to connect marketing, sales and support that didn’t involve Excel spreadsheets. The solution? HubSpot. We set them up on HubSpot, migrated them from Mailchimp and we developed a new lead nurturing strategy — a weekly email Wrap Up of the week’s biggest commercial property news, research and deals.