Growing Brand Awareness John Taylor

John Taylor

The Brief

John Taylor is one of the world’s oldest luxury real estate firms, founded in 1864. 

They are trusted by UHNW clients around the globe, and currently operate in more than 25 world-class destinations offering a broad range of tailored services, but specialising predominantly in luxury real estate. The Monaco based John Taylor team came to Relevance looking for guidance on how to grow and establish their local market on key social media platforms.  

While waiting for the authorization to talk about a new development in Monaco, we were to raise awareness of the brand – Internationally and Locally. Most of John Taylor’s customers are already residents of the principality who are either in need to move into a bigger apartment or looking to invest in a property.

Their objective was to grow their brand awareness and establish themselves as leaders in luxury real estate in Monaco.

Objectives

  • Brand Awareness

  • Grow Social Media Presence

  • Thought Leadership

  • Backlinking

Skills

  • Social Media Management

  • PPC

  • Content Creation

  • PR

The Solution

John Taylor Monaco has established, sustained and boosted their presence across key social media platforms: Instagram, Facebook and LinkedIn. Relevance helped them achieve this through a results driven approach, using our knowledge of UHNWIs to define the content shared and topics discussed. Through thought leadership, and sharing of the John Taylor Monaco team’s knowledge, we have solidified John Taylor Monaco as the ‘go-to’ agency for real estate in Monaco. We shared this knowledge through LinkedIn Pulse articles, infographics and informative social media posts. 

From the months of May to September, we worked closely with the team to establish a strong partnership ensuring all messaging was inline with the business objectives and key targets each month. 

During this period, their social media following and engagement grew rapidly. Consistently achieving between 3-4% engagement rate across all social media platforms, and growing their following across all platforms by 759% (we started Facebook and LinkedIn from scratch). Not only this, but visually we helped portray a clear brand image and messaging across all digital touchpoints.  

During the four-month contract, we increased social media conversions by 64% (compared to previous period) and improved social media referral to the website. 

The organic social media efforts were supported by PR and PPC.

For social media advertising, on Facebook, Instagram and LinkedIn, the results were as follows:

  • Clicks: 1,014
  • Followers: 56
  • CPC: €1.55
  • Post Reactions: 972
  • Conversions/Enquiries: 2

From sending one single Press Release about the impact of COVID 19 on the Real Estate Market in Monaco, we were able to get interest internationally on publications such as

Luxury Daily  (a high ranking luxury magazine with a DA 68), but also locally (as they wished) with a feature on “The lookout on the Property Market in Monaco of 2020 by John Taylor” in local Wealth Monaco . The story was also translated into French, thus reaching the larger part of the Monaco residents whose main 2 languages are French and English.

Additionally to the PR campaign, we wrote a couple of articles which were published in high ranking publications (Upscale Living Magazine and Riviera Buzz) to boost the ranking of their name and specific keywords in the search engines.