Harvey Donaldson & Gibson is a traditional surveying firm based in Glasgow and part of Countrywide PLC.
HDG have a traditional surveyor’s website – www.hdg.co.uk – with a decent USP – a free quote engine, which when the user completes a series of questions, an email is sent with a home report valuation based on certain criteria i.e. postcode, age of property, value of property etc.
We established that their target demographic is the first-time seller (30 – 45yrs) and what they wanted to do was really monetise a digital platform and sell Scottish Home Reports to the public online.
We created a sub-brand of HDG, called Home Report Scotland and a website homereportscotland.scot This would project Home Report Scotland to first in mind to Scottish home sellers looking for a surveyor. We highlighted that it would be highly unlikely that people searching online for a home report surveyor in Scotland, would search using the words Harvey Donaldson Gibson. However, we would be best placed by creating a sub-brand and capitalising on the search engine keywords Home Report Scotland.
We re-built the HDG quote engine and integrated another USP to offer customers a free estimated home valuation before they instruct a Home Report.
The website that we designed is a contemporary, responsive, parallax design with natural images that the target demographic could identify with. The site is professional and trustworthy with homereportscotland.scot being underpinned with the reputation of both Harvey Donaldson & Gibson and Countrywide.
As well as designing the branding and correct tone of voice for the new business, as well as radio Creative licensing and replaying The Cookie Collective “I’ve Got The Key” with our in-house music production team.
Winner of the Best Digital Campaign at the Bauer Media Advertising Awards 2017 .
Property is a notoriously competitive and costly digital battleground, however we have achieved phenomenal results by balancing a thoughtfully curated timeline of though-leadership articles and aspiration content with a Bauer produced paid video campaign optimised for clicks.
Despite Home Report Scotland investing heavily in PPC, Social Media is currently their number one source of web traffic and the lead cost for August at time of writing currently sits 80% cheaper than the target cost.