YPP Lettings
The Project.
Client
YPP Lettings
Category
Consultancy / Digital Marketing
Platform
Bespoke & WordPress
Award Nominated
Shortlisted in the "Best Low Budget PPC Campaign" category at the Global Digital Excellence Awards 2022.
Managing the PPC account for a leading, luxury student lettings agent and supporting their internal marketing team on their digital transformation projects, including a new, content rich website.
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.
After a couple of years away from the business, we were then invited back to YPP to manage their paid search activity once again. Initially this was for a temporary period, but this quickly became more sustained due in part to the improved results we were able to achieve. Quite quickly, the website was driving in many more enquiries into the business with their paid search being a key contributor. At the start of 2022 we also led the way with the introduction of Google’s new Performance Max campaigns which saw further improvements. Our driving continued efficiencies saw us also shortlisted for the Global Digital Excellence Awards 2022.
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 small, busy marketing team.
- Work with key stakeholders to hit ambitious targets of always being 100% let.
How We Did It.
Strategy & Management
Supporting the internal marketing team to ensure digital is central to the overall marketing strategy.
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.
Website Admin
We utilise the current bespoke web platform to update website content as well as preparing content for the new WordPress website.
Client Feedback.
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.
