Fulcrum Properties Group is a successful real estate team devoted to putting their clients and the local community first. Unlike other real estate companies, Fulcrum has perfected the art of building deep real estate relationships, not seeing their clients as transactions. Over the last 10 years, Fulcrum has guided over 2,000 families, professionals, and investors through the process of buying and selling real estate across the Greater Washington, DC region. They have built a team of real estate agents that are highly skilled in marketing, negotiation, and problem solving.
Our Role: Marketing Strategy · Lead Generation · Email Marketing Strategy, Development, and Deployment · SEO/SEM Strategy Development and Implementation · Social Media Strategy Development and Implementation
Problem
As real estate continues to be one of the most competitive industries around, Fulcrum Properties Group was looking for a way to break through the noise, capture new leads, and increase sales.
Challenges
Major disruption in the real estate industry has led most real estate companies to reconsider their marketing strategies. Big companies with major outside investors have the budget to outspend local firms to attract new clients, new agents, and media coverage. Furthermore, real estate influencers on social media and TV shows all about real estate transactions have inflated the realities of the real estate process in the consumer’s mind. For most people, buying or selling a multi-million dollar home in one week, with no hiccups is highly unlikely, but this is now the expectation in our collective understanding of real estate.
Solution
Fire & Bliss worked with Fulcrum Properties Group to identify and communicate Fulcrum’s point of differentiation to the wider DC, Maryland, and Virginia markets. We developed a holistic lead generation campaign that takes users from awareness through to conversion. We focused on measuring and identifying the most motivating tactics, channels, messages, that ultimately lead to new and returning clients for Fulcrum.