At the beginning of 2018 Winkworth started working with social media technology company Adfenix. Adfenix have created innovative technology that gives them the ability to advertise properties for sale and let across social media channels to specific highly targeted individuals in Winkworth’s target market. With only one other well-known estate agency brand in the capital using this technology, Winkworth feel it is a real benefit to the franchisees and their staff and a useful tool that sets them apart from competitors.
Winkworth’s Head of Brand James Peacock explains, “Using the Adfenix targeting via social media platform Facebook we can advertise to both people who have visited our site recently, as well as those that haven’t but have been to other property sites recently, for example Rightmove. We are also able to target the right property to these people matching the location, price and property type that they are looking for.”
James continues “With our social media ‘Home Boosters’ we can create bespoke advertising campaigns for our client’s properties on Facebook.”
Using this platform, the franchisees or their staff across the network can take a property from their website and post it as a targeted advert on Facebook, including bespoke descriptions and photography.
Staff at Winkworth also have the option to give their clients a live feed access to their properties’ dashboard so they can monitor activity in real time too.
Thus far, the results have been nothing but successful and Winkworth are seeing really positive impacts across the group. Since Winkworth started using the technology in February of 2018 the following has been reported:
- 596,723 visitors to the Winkworth site in 5 months through Adfenix adverts
- 216,623 of these visitors were new to the Winkworth site
- Viewing bookings up 48% year on year
- 977% average increase to property pages on the Winkworth site due to Adfenix adverts
- On average 3,000 people see each of the Winkworth adverts on Facebook
- Each advert gets circa 350 clicks that go straight to the property page on the Winkworth website
James explains, “The technology is a brilliant way for the offices to win valuations and convert them to instructions. Winkworth is a 183-year-old agency but we recognise the need to consistently revolutionise our digital offering to our clients. We believe this technology does just that.”