Affinity Living is a property business offering luxury apartments to rent across four buildings in Manchester city centre. Their mission is to offer a new concept in rental accommodation that is friendly, fun and luxurious. Their properties offer a place where renters can decide exactly how they want to live and find a place to call home. They can choose a building that suits their lifestyle, pick from a range of floorplans and decide between a variety of furniture designs, or go unfurnished and bring their own.
The initial brief was to launch Affinity Living on to the marketplace with a mix of paid media including PPC, display and paid social advertising. The ultimate aim was to drive traffic to the website and deliver conversions in terms of enquiries and viewings. As they were a new player in the highly competitive Manchester property market, there was also a brand building exercise to be done surrounding the Affinity brand.
Although it is a very competitive marketplace, Affinity Living are now an established player in the Manchester rental market and have four buildings in the city centre. They continue to use PPC and Paid Social advertising to support the sales team in supplying a continual stream of viewing enquiries as apartments are re-let or new buildings get launched.
The strategy for the paid media campaign was to seek out potential renters at 3 key stages in their buying process - browsing, researching and buying. By building a picture of these groups and linking them to clusters of keywords, we were able to design a campaign that would reach out to people at all stages of the buying funnel.
Once the campaign was launched, the next step was to test different offerings and see which appealed most to the target audience. By continually refining and testing the benefits via different ad groups we were able to gain more and more traction in the marketplace.
Although it is a very competitive marketplace, Affinity Living are now an established player in the Manchester rental market and have four buildings in the city centre. They continue to use PPC and Paid Social advertising to support the sales team in supplying a continual stream of viewing enquiries.
Thanks to Volume Marketing, we’ve been able to get twice the number of leads at a third of our original ad spend. The lead quality has steadily improved each month – meaning our cost per deal has been halved. They have consistently ensured our ads perform strongly, adapting to a changing market and regulations, and constantly exploring new avenues to further expand our reach.