“Nexa delivered a 3-month digital campaign which saw a 40% conversion rate of prospects moving from expressing interest in the Eden Grove development to a one-to-one meeting with Berkeley."
About Berkeley Group
Founded in 1976, Berkeley Group is one of the UK’s leading housing developers and has won numerous awards for its commitment to quality, design and customer service.
Challenge
Berkeley wanted to increase the number of enquiries for its London development, Eden Grove, while reducing the time agents spent qualifying leads. The campaign needed to cut through the noise in a highly competitive market and ensure recall of Eden Grove.
Nexa were tasked with generating qualified traffic to the Eden Grove microsite; increasing the number of sales-qualified leads and improving campaign efficiency through automated sales nurturing.
An additional challenge came from the travel restrictions imposed by the pandemic, meaning all the properties had to be sold off-plan, without investors being able to visit the marketing suite.
Solution
Nexa delivered a 3-month digital campaign covering everything from strategy creation and data sourcing through to prospecting services to identify sales-ready leads to pass onto Berkeley to close.
Working as a strategic partner, Nexa’s provided a wide range of strategic and tactical support:
- Definition of Berkeley’s key personas and their customer journey
- Creation of a dual language microsite, providing specific messaging and content to resonate with personas
- Creation of lead scoring criteria and nurturing workflows
- Conversion of marketing qualified leads into sales-ready opportunities
- Implementation of inbound marketing tactics
Results
- 40% conversion rate of prospects moving from opportunity to one-to-one meeting
- In-depth data analysis of deal stages allowed full optimisation of marketing budget
- Real-time live reporting of sales and budget through deal stages and campaign dashboard
- Smoother sales processes which reduced wasted time spent on unqualified prospects
- Adoption of the CRM system by multiple teams
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