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An agency which offers customers to appeal the value of their house

Every year the municipalities or tax partnerships determines the value of the houses, but often incorrect. The agency offers a service where customers can appeal the value of their house. Due to data protection, competitors, privacy of the customers and the strategy that is shared, the agency prefers to be anonymous.

Municipalities

355

There are a total of 355 municipalities in The Netherlands, all of them were important to be targeted.

Weeks

120

Divided over 4 months, the customers have 6 weeks to appeal. When the weeks start is different per municipality.

Competitors

14

It is an high competition market, with at least 14 competitors who are offering the same service.

Hours

50

I have spend around 50 hours, including research, building the campaign and daily analysis with optimization over 2 months.

Marketing project

Agency goals and
my plan of action

Revenue

The goal from the agency was to keep the cost per conversion as low as possible, in order to increase the chance for more revenue.

Awareness

The second goal was to work on the brand awareness, they previously focused mainly on remarketing and not on new potential customers.

Divide

Increase the revenue by dividing the municipalities based on previous data into three groups depending on the chance for a successful appeal.

Conquer

To conquer the auction with the competitors, the budget and bids were set differently for the high, medium and low chance groups.

Advertising results 2020

Same revenue
chance campaign

  • Targeting 355 municipalities
  • 0 to 100% chance for a successful appeal
  • Total budget equal to 2021 campaigns
  • 4 competitors due to generic keywords

Decreased

Generic keywords

Decreased

Broad
structure

Increased

Specific keywords

Increased

Quality
structure

Advertising results 2021

High revenue
chance campaign

  • Targeting 130 municipalities
  • 50% or higher chance for a successful appeal
  • Daily budget and bids on a high level
  • 14 competitors due to competitive keywords

Advertising results 2021

Medium revenue
chance campaign

  • Targeting 150 municipalities
  • 25% to 49% chance for a successful appeal
  • Daily budget and bids on a medium level
  • 14 competitors due to competitive keywords

Advertising results 2021

Low revenue
chance campaign

  • Targeting 75 municipalities
  • 24% or lower chance for a successful appeal
  • Daily budget and bids on a low level
  • 14 competitors due to competitive keywords

Reach out now

Get ready to take the
next step and work
together

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