Heimstaden is a leading competitor in the European residential real estate industry and operates in a highly competitive market. The company is dependent on being present on, and not least, performing on top of several online platforms in order to be competitive.
With rental of homes and commercial spaces as a product, Heimstaden offers something that benefits and interests a large audience. Therefore, precision and efficiency in terms of media budgets is crucial to achieve profitable results.
Heimstadens various locations are accessible via a number of platforms and relevant search engines that people use to find available rentals, not least Google.
The biggest challenge with Heimstadens search engine marketing (in this case, Google ads) was not the lack of traffic or inquiries, but the lack of insight of what effect and profitability the ads actually gave in return.
Before we started our collaboration in the beginning of 2021, Heimstaden had a combination of in-house resources and hired specialists that met the needs of paid search engine visibility, and overall digital presence. They seem to have everything under control, and the results were okay.
But there we were, asking one simple question. “Can it get better?” and the answer was, "We're not sure, but let's find out!"
The scope for this kind of audit can be quite extensive, and we don't want to bore you - so here is a little taste of the things we wanted to examine in detail:
And the list of things we wanted to examine goes on...
After spending some time digging and investigating, we came to a conclusion: There is definitely untapped potential here!
Let us briefly explain what we did to succeed:
“We are very pleased with our choice of Layer as a partner for SEM. We have now chosen to expand the collaboration into a number of other fields, such as Social Media Marketing, SEO and Web Development - after a couple of really interesting audits showing the potential for growth.” - Ina Hesle, Head of Marketing & Communications, Heimstaden Norway