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Digital Growth Reinvented for Propertybuyer
Propertybuyer.com.au is a leading Australian buyers agency, offering services across major cities like Sydney, Melbourne, and Brisbane. With over 5000 properties purchased and 50+ industry awards, the brand positions itself as a trusted partner for homebuyers, investors, and commercial clients.
In July 2023, Propertybuyer partnered with Ideas Marketing with the goal of amplifying their digital presence and lead generation across key markets, particularly Sydney, Melbourne and Brisbane. With increasing competition in the buyers’ agent space, the objective was to solidify Propertybuyer’s position as the leading authority for homebuyers, investors, and expats navigating Australia’s complex property landscape.
Our initial audit revealed several growth opportunities, including under-optimised landing pages, inconsistent keyword targeting, and minimal visibility in high-intent search categories. Technical SEO issues such as slow page load times, weak internal linking, and duplicate metadata were also identified as barriers to ranking.
PREVIOUS
27%
Increase in Paid Conversions
20%
Increase in organic conversions
70%
Increase in paid traffic since January 2024
60%
Increase in direct traffic
90%
Non-branded with generic traffic
12%
Return on Investment
Existing Challenges .
Despite a strong brand reputation and solid organic search visibility, Propertybuyer faced several challenges:
- Differentiation in a Competitive Market- The need to deliver brand differentiation in a saturated and mature Australian marketplace.
- Building Trust with Diverse Clientele- A need to connect equally, with Home Buyers, Retail, and Commercial Investors catering to various client segments, from first-time homebuyers to international investors, necessitates tailored communication strategies to build and maintain trust.
- Maintaining Service Consistency Across Regions- Operating in multiple cities demands a standardized service quality, which can be challenging due to regional market differences.
- Enhancing Website Engagement- The website was experiencing a low average visit duration and a high bounce rate of more than 50%, indicating that visitors were leaving the site quickly without engaging with the content or taking meaningful action.
- Optimising for Mobile Users- With the increasing use of mobile devices for property searches, ensuring a seamless mobile experience is crucial. Any lag or navigation issues can deter potential clients.
- Expanding Digital Marketing Channels- The majority of web traffic 53.32% was coming from organic search, while other channels like paid marketing remained underutilized, highlighting the need for a more diversified and engaging digital presence.
- Leveraging Advanced Digital Tools- The site lacked engaging content formats like video, virtual tours, and prestige-level imagery, which are increasingly expected by modern property buyers seeking immersive and aspirational experiences.
Upon onboarding, it was clear that Propertybuyer’s core objective was to scale qualified lead generation while reinforcing brand credibility. We delivered a comprehensive strategy that combined:
- Advanced SEO- Fixing technical issues, expanding long-tail keyword coverage, and optimising key category and suburb pages.
- Content Strategy- Creating authoritative, user-first content targeting buyer personas across Sydney, Melbourne, Brisbane, and regional growth corridors.
- Link Building- Implementing a high-authority backlink program to enhance domain authority and compete in competitive SERPs.
- PPC & Social Ads- Running precision-targeted Google and Meta ad campaigns to drive traffic from high-converting demographics.
Our Approach.
To address these challenges, we implemented a comprehensive strategy:
- Brand Architecture Restructuring- We restructured their brand architecture establishing a strong master brand supported by localised sub-brands tailored to each office location. This enabled a cohesive yet flexible identity that connects with diverse regional audiences across the east coast.
- Visual Identity Enhancement- We crafted a refined visual identity featuring elevated typography, a bespoke logomark, and a distinctive colour palette of forest green, soft cream, and copper accents. The copper ribbon serves as a visual metaphor where the coastline meets the sea symbolizing Australia’s iconic shoreline and evoking a sense of place, prestige, and connection to nature.
- Website Redevelopment- Our marketing and web development team redeveloped key sections of the site starting with the homepage and a series of dedicated location landing pages. Each location page was strategically optimised for Propertybuyer’s highest-priority keywords, focusing on combinations of “buyers agent” + location (e.g., “buyers agent Sydney,” “buyers advocate Sydney”). This ensured stronger alignment between user search intent, content relevance, and on-site experience.
- SEO Strategy Implementation- Propertybuyer was experiencing a decline in organic traffic, despite previously strong search performance. This trend highlighted the urgent need for a refreshed and proactive SEO strategy.
- Content and User Experience Enhancement- We introduced dynamic features such as high-quality imagery, video content, and interactive tools like virtual tours or floor plans, elements that are now expected by modern property seekers. Additionally, navigation and content structure were optimized to effectively guide users through the customer journey and highlight the value of Propertybuyer’s services.
- Ongoing Marketing Support- As a key brand and marketing partner, we continue to support Propertybuyer across all ongoing marketing initiatives, ensuring consistent execution and evolving the brand in alignment with its long-term vision.
Tools We Use
Maximise your digital marketing success
We used a range of digital tools to enhance our online presence: Google Analytics for tracking metrics, SEMrush and Ahrefs for SEO, Hootsuite for social media management, HubSpot for lead generation and email campaigns, Adobe XD for design prototyping, and Google Ads for search marketing.
Google Analytics
For tracking website traffic, user behavior, and conversion metrics.
Google Ads
To manage and optimize search engine marketing campaigns
Meta Ads
For managing and optimizing social media marketing campaigns
SEMrush
To conduct keyword research, competitive analysis, and track SEO performance
HubSpot
For lead generation, email marketing, and tracking lead conversions
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