YPP Lettings

YPP Letting interior

The Project.

YPP Lettings

Client

YPP Lettings

Category

Consultancy / Digital Marketing

Platform

Bespoke & WordPress

Managing the PPC account for a leading, luxury lettings agent and supporting their internal marketing team on their digital transformation projects, including a new, content rich  website. 

+390% revenue

+3x ROI

-57% CPA

The Brief.

This is where it all started! YPP Lettings were our very first client and happily, following a 30 month break, they are a client again. The company, based in Leeds, provide luxury accommodation for students and young professionals. With properties also located in Manchester, Sheffield, Liverpool, Harrogate, they are continuing to expand and online is a huge part of their source of enquiries. 

Initially our support was requested for 12 days, spread across 4 weeks to review the UX and SEO elements of the website. The website had been created on a bespoke platform and some key areas had been overlooked. We worked with their agency to work through these issues and quickly saw an increase on online driven enquiries. 

The initial period of 4 weeks was then quickly extended for a period of 6 months to provide maternity cover for their Marketing Manager and to provide coaching to their newly appointed marketing team, made up of two enthusiastic execs. During this time we also set up Google Adwords to drive additional traffic to the website, restructured the marketing database so we could push forward an email marketing strategy and we of course put robust analytics in place so we could report back on performance to the board of Directors.

Objectives.

Our brief during our time at YPP was quite organic and evolving but the top level objectives were:

  • Improve the user experience of the website
  • Address some key SEO issues
  • Set up and manage PPC and email marketing
  • Keep the website up to date alongside 3rd party portals
  • Appoint a new Digital Marketing Executive
  • Coach and lead the team
  • Work with key stakeholders to hit ambitious targets of always being 100% let

How We Did It.

Website Admin

We utilise the current bespoke web platform to update website content as well as preparing content for the new WordPress website.

PPC

Setting up paid ads on Google to target potential tenants in specific cities and locations.

Email Marketing

Setting up and managing email lists to enable targeted marketing communications based on location and stage of the tenant journey.

SEO Content

Developing new, keyword rich content to target users searching for specific property requirements in specific locations.

Strategy

Supporting the internal marketing team to ensure digital is central to the overall marketing strategy.

"Phil came to YPP on a consultancy basis, to assist with digital marketing in a rapidly expanding lettings business. In his time with us he brought not only his vast knowledge and experience in the field, but also became a mentor to the young marketing team, providing support across the board while their manager was on maternity leave."
YPP
Kathryn Finn
Operations Manager