Winkworth’s Digital Infrastructure
Statistics in August 2018 showed that 87% of people begin their product searches online, up from 71% last year (i), and at Winkworth this is no different.
The Winkworth website attracts an average of 346,000 visitors a month (ii), an increase in traffic of 42.6% year on year, with leads through the Winkworth website up 16%.
James Peacock, Head of Brand comments “Our core vision for this year was to increase Winkworth’s brand awareness. We worked to achieve this digitally by driving traffic to the website and improving our conversion rates through investment in multi-channel advertising and website optimisation.”
Since January 2018, Winkworth has financially invested more into trialling several digital avenues to drive traffic to the website and all of them have seen positive results.
- London focussed PPC campaign
Generated just under 2,000 leads in 3 months - Conversion rate optimisation on website landing pages
Increased website conversion by 3% in January 2018 - Site wide online chat trial
Chat generated more than 230 extra leads in one month - Social Media Advertising – Adfenix
Increased traffic to property pages by 1,000% - In-house SEO
Increased organic (web search) traffic by 13%
As well as considered investment in driving traffic to the website, the internal Winkworth IT and marketing departments have developed added infrastructure with the creation of a bespoke Seller’s Portal and Winkworth Appointment Calendar.
“When selling a property with Winkworth each individual has the option to be set up with a personal account where they’ll be kept informed on the sale progression,” explains James Peacock. “People can sign off their property particulars, have access to an online viewings calendar, check viewing feedback and monitor the status of offers.”
The integration of the Winkworth appointment calendar allows buyers and tenants alike to book property viewings straight into the Winkworth agent’s calendars 24/7. This means that the agents can get into the office on a Monday morning and have a full day of viewings ahead – allowing for a quicker and more efficient selling or letting timeframe.
“Using technology to add value to Winkworth’s main proposition of personalised service built on strong expertise is working for us and is something that we will continue to invest in in the future,” concludes James. “Our level of dedication to developing our digital offering is something that independent agencies simply cannot achieve.”
If you would like to know more about owning your own office with Winkworth and benefitting from all that the franchise offers, get in touch with the New Franchising team today.
(i) According to research from Salesforce and Publicis. Sapient
(ii) Based on January 2018 – November 2018 statistics
