When you join The Peak Producers, you gain a wide variety of benefits and opportunities: you’re able to get involved with great organizations like Springs Rescue Mission and Dream Centers, you have the opportunity to attend professional events and hear from leaders in our community. You also receive marketing exposure on your listings. We want to share an additional benefit that happened behind the scenes – our Summer 2020 digital marketing campaign, titled “The Best Agents.”

In the early summer of this year, we announced a plan to launch a comprehensive campaign across the Google Ads Network to expose hundreds of thousands of people in the Pikes Peak Region to The Peak Producers and to ensure that each member received exposure and possibly even some inbound leads. A 14-week campaign was planned to highlight a “Featured Agent” on our website each day, providing additional exposure for that member. Some of the projected benefits for the campaign were the breadth and duration, SEO improvement, agent attention, and measured results. Below, you’ll see some of the predictions for the campaign.

First, we’d like to explain a few terms to help you better understand how a digital campaign works! An impression occurs when an advertisement loads on a user’s screen: they’re shown an ad. A click occurs when someone actually clicks on the display ad on their screen, and is then directed into our site … in this case our “Top Agents” page. Clicks help you understand how well your ad is appealing to those who see it — they’re a first positive response to your advertising. Finally, a conversion occurs when someone takes action on your website — in our case this includes calls, form submissions, emails, or chat interactions on our page.

Now for the numbers! The initial display campaign was targeted at our audience of residents of El Paso and surrounding counties, ages 25-65+, and in the upper 30% income bracket. The ads were displayed on a variety of websites: business journals (like the Colorado Springs Business Journal), home magazines, investing and financial platforms, news sites (Fox News, Fox Business, CNBC, The Gazette), and more.

The campaign had a staggering 881,516 impressions, 2,328 clicks, and led to 64 conversions. The cost per conversion was $31.37 — a historically low cost considering the potential value of any in-bound traffic or in-bound real estate lead.

We followed up the initial digital campaign with a “remarketing campaign” — a tactic of serving targeted ads to people who have already visited or taken action on our website. This campaign was targeted at all Peak Producers website visitors. It received 797,551 impressions, 5,830 clicks, and led to 105 conversions. The cost per conversion was only $7.44.

As you can see, this digital campaign brought significant exposure to all of our Peak Producers agents. Nearly all of our target market (El Paso and surrounding counties, ages 25-65+, in the upper 30% income bracket) were exposed to our advertising somewhere across the web during the campaign’s running.

The campaign generated at least 5 actual leads. These leads were distributed to the “Agents of the Day,” on the day the lead was received. With the average value of a real estate commission at $7,000+, you can see the positive ROI or return-on-investment here. Moving forward, we’ll also see some lasting, positive effects of this campaign. The significant traffic from the ads increased SEO, which will continue to drive greater traffic to the site for months to come. Additionally, the “Featured Agent” on the Agents page will continue to operate and benefit agent exposure. And with so many folks in the Pikes Peak region having been exposed to our name, your name, and what we stand for, we’re confident folks know what it truly means to be a Peak Producer. Savvy digital marketing exposure — one more benefit to your membership!