M. Goldschmidt Real Estate
+200 flats rented out in less than 4 months
With a balanced marketing effort via push and pull channels, we helped rent out more than 200 new apartments in the Frederiksbro residential area, which is owned by M. Goldschmidt Ejendomme A/S.
“Our situation is perhaps a bit special, as we don't do marketing continuously. We are targeted during periods of project lettings where we have many homes to let at the same time. Versano's flexibility and agility has allowed us to find a solution that fits our needs perfectly.”
Cecilie Lemmeke Madsen, Head of Communications and Marketing | M. Goldschmidt Properties
Rental of flats on Frederiksbro in several stages
M. Goldschmidt Ejendomme A/S and Versano have been working together since 2022. M. Goldschmidt Ejendomme A/S has over 40 years of experience in the property industry and operates and develops properties in and around Copenhagen and on the island of Zealand.
M. Goldschmidt Ejendomme A/S approached us because they wanted to find a partner who could take care of the execution and strategy behind their SEO strategy, Google Ads setup and assist on other projects such as tracking across their sites.
At the same time, M. Goldschmidt Ejendomme A/S wanted to find a flexible partner who could help create a marketing setup tailored to the company's wishes, needs and business.
Flexible setup with a focus on performance
We began by reviewing M. Goldschmidt Ejendomme A/S's existing digital initiatives to identify opportunities for optimisation. We reviewed the optimisation opportunities together and agreed on which strategies and initiatives they could handle themselves and which ones we would assist with. This gave sw the most value and allowed them to use their internal resources on what they do best.
Since M. Goldschmidt Ejendomme A/S's digital efforts had to be timed with the leasing of upcoming phases in their residential area, Frederiksbro, they needed a setup where our initiatives could be scaled up or down as needed, while we continuously strengthened their organic presence through SEO.
For push and pull initiatives, we selected relevant target groups and constructed a funnel setup whereby the target group was exposed to advertisements throughout the customer journey via both Google Ads and Facebook.
We measure the KPIs that matter to our customers
We do not report on meaningless metrics such as views and clicks. We aim to create noticeable and measurable results that generate growth.
Statistics directly from Google Search Console. Data: 01/01 24 – 16/06 24 vs. 17/07 23 – 30/10 24.
200
Push and push initiatives that assisted in the letting of all properties within 4-5 months.
93
Growth in organic traffic compared to before.
34
Growth in interest rates compared with the previous period.
11.5
CTR on new titles and descriptions.
11500
Relevant visitors to the website.
65
The proportion of visitors from marketing initiatives used.
1. SEO strategy for broad exposure and local searches
To assist the segmented and targeted efforts on META and Google Ads, we utilised SEO to target broad searches and thus achieve a higher volume of traffic. In addition, we optimised Google My Business so that the SEO efforts would better embrace local searches.
Through our cross-channel efforts, we achieved breadth in our marketing mix, which assisted the more targeted initiatives, enabling us to cover the entire potential customer pool.
2. Assist internal initiatives
As M. Goldschmidt Ejendomme A/S had internal resources to handle META advertising, we focused on a segmented pull setup on Google Ads that harmonised with existing initiatives. We optimised the account with unique texts and content for the given target groups.
3. Push and pull strategy towards core target groups
After thorough analysis, we chose a two-pronged strategy. META and Google Ads were used for segmented and targeted advertising, while SEO was used to broaden traffic and attract local searches.
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