The client asked us to design a facebook advertising website. It had to be a one page website that would generate real estate leads via Facebook. The partner in question here is Center Parcs, but it should also be possible to collaborate with other partners on the same page.
For this we had to create a mini-brand that was completely separate from Track. We came up with the brand investing without worries.
Investing without worries is a subsidiary project of Track, which is also a Pixili project.
This assignment arose from the potential for a unique collaboration with Center Parcs. Many people know that Center Parcs is one of the biggest players in the tourism sector, not that this company also sells real estate. They do not own most of the cottages they rent to tourists, instead they sell them to investors and share the profits from renting out the properties with them. This ensures that this type of property is very interesting as an investment without any worries.
The Approach
This website was a lead magnet, not necessarily in (only) volume but in quality. It focuses on education, inspiration, and credibility. Photos are one of the most crucial tools in online sales. They are often the hook that determines whether people will engage with your site. So we made sure there were a lot of nice pictures.
We learned that properly informing users led to qualitative leads, as requests really came out of interest, not just from a catchy headline. Don’t get us wrong, these types of headlines are very much needed to attract users to the page in the first place.
The success of this website is multifaceted. We made sure that the website radiated confidence, was a good investment, and as the name suggests, one without worries.
But there is also a risk that people think it is a scam, to good to be true. Especially since it involves large amounts of money and what the page sells is the product of a big name but not on the official website of that name.
Now a combination of good images, focusing on informing and less on selling built trust.
In our opinion, our optin strategy also played a major role in the success. The first threshold to become a lead was low, you get your bundle “extra info” by sharing your name and email address.
Now in the second step, we make it more binding by asking for address details to make a non-binding personal appointment.
The fact that they had already received a lot of professional-looking information since the first step convinced the most skeptical user that we were credible. It made people feel comfortable enough to share their address with us, which is already quite sensitive information . The social implication that an appointment could be linked to it also made these leads of very high quality.
What, when and how you ask something on a website is very important. You can read that it makes a difference time and time again in many of our cases.
We call this web strategy; We see it a bit like playing chess with our users. You have to think about what they probably will and won’t do, and it’s often a matter of thinking a few steps ahead to checkmate them.
