Auben Realty

Growth Marketing strategy

Year: 2012 - 2015

BACKGROUND

Auben Realty is a real estate investment brokerage start-up located in Augusta, GA. It was founded by a real estate investor who wanted to create a unique experience in the market for real estate investors — an underserved market segment.

OBJECTIVE

The company was in the growth-phase of the business cycle. The objective was to increase the firm’s market share in the Central Savannah River Area. We needed to broaden brand awareness and exposure.

MY ROLE

• Content Strategist

• SEO Strategist

• Social Media Management

STRATEGY

The value proposition of our company was that we approached real estate from an investment-centric lens. As a result, we could deliver a better experience to real estate investors that other brokerages simply could not. Through market research, we knew that this was a unique value proposition. Many real estate investors were not happy with the level of services that brokerages provided for their their needs.

We knew that we could be successful if we broaden our brand exposure and produce positive client experiences.

As a result, our strategy to increase brand awareness was:

• SEO Growth: We utilized Moz.com’s SEO tools to improve our rankings for targeted keywords

• Online Outreach: We sought to get added to key online listings

• Social Media Presence: We expanded out activity and postings on social media through organic means. We also utilized Sysomos Social Listening tool to discover sales opportunities from frustrated property owners.

• Blogging: We began to create a presence online for real estate investment communities through writing content and engaging with the community.

RESULTS

Ultimately these efforts contributed to the company growing its portfolio of managed properties by 148% over three years. A large contributor to this was the acquiring of an institutional investment client.