How TripleDart Doubled Facilio’s Lead Generation Rate with Impressive SEO and PPC Strategies

Facilio is an IoT-led property operations platform that empowers real estate owners and operators. It aggregates building data, optimizes performance, and controls portfolio operations from a single, integrated platform. The business started its operations during the pandemic and has been on a growth trajectory ever since. With a presence in key markets like the US, UK, Aus, ME, India, and more, Facilio aims to be the next big thing in the global real estate market. 

The Challenge

Facilio was fighting on two fronts before approaching TripleDart and had a few challenges on both the organic and paid marketing side.  

1 – Content Refresh 

Facilio had a substantial number of TOFU, MOFU, and BOFU articles. However, the content was too generic and failed to stand out in the competitive market. This created an engagement problem for the brand as they could not get the eyeballs they wanted.

2 – Audience Targeting 

Another problem was the audience. What Facilio needed was the right audience's attention, which would have led to better overall traffic and more relevant leads.

3 – Conversion Optimization 

Facilio wanted to improve its traffic-to-lead conversion rates to generate more leads from their existing traffic.

4 – Paid Media Management

After their in-house paid media manager left, they needed someone with the right expertise to carry their vision forward. The main focus was on expanding their paid media campaigns across Google, Bing, and Capterra. Furthermore, Facilio also wanted to start positioning itself on LinkedIn as it was a potential platform where they had put in very limited effort. 

TripleDart's Services

TripleDart Digital provided a comprehensive suite of SEO and PPC services to address Facilio’s challenges and enhance its digital marketing performance. 

For SEO, our main focus was on content optimization, audience targeting, and conversion rate improvement. On the PPC front, we worked on end-to-end SEM management, created engaging content for landing pages, revamped the designs, and set up LinkedIn ads. 

How We Achieved These Results

SEO

Content Optimization

• Content Refresh: We optimized existing TOFU, MOFU, and BOFU articles with industry insights to make them more engaging and relevant to Facilio’s target audience. Instead of harping on the many features of Facilio’s modular platform, we used the JTBD framework to highlight how the software could help the specific needs of the different segments of the target audience.
• Keyword Integration: We updated the existing articles with targeted keywords to improve search engine visibility. This helped us attract the right audience and get the word around about what Facilio does.

Audience Targeting

• Market Research: Our team conducted thorough research to understand the needs and behaviors of Facilio’s ideal customers.
• Content Strategy: Using the research, we developed a content strategy that catered specifically to the identified audience segments.

Conversion Rate Improvement

• UI/UX Enhancements: We improved the user interface and user experience of the landing pages to make them more appealing and user-friendly for our audience.
• CTA Optimization: Our team conducted A/B testing on CTA buttons to determine the most effective designs and their placement.

PPC

Keyword and Geo Optimization

• Keyword Theme Analysis: We analyzed lead-to-opportunity conversion rates for each keyword theme to identify high and low performers. We also eliminated non-converting themes to optimize budget utilization.
• Geo-Targeting: Our team evaluated sales accepted leads (SAL) and opportunity data by geographic location to reduce spending in underperforming areas and expand into new, promising regions.

Landing Page Optimization:

The team modified the landing page copy and experimented with different CTAs to boost conversion rates. We also tailored landing page content for different regions to enhance relevance.

Platform-Specific Strategies:

• Bing and Capterra: Historical data for Facilio showed great results on Bing and Capterra. Furthermore, Bing historically has a lower CPL, so we decided to scale up our campaigns there to continue the winning streak. 
• LinkedIn Ads: Facilio had little to no presence on LinkedIn, which was a good potential platform based on our research. Our team prepared for the launch of LinkedIn ads to tap into a new professional audience.

Advanced Techniques:

• Offline Conversions: We implemented offline conversion tracking by integrating Salesforce with Google Ads to capture complete customer journey data.
• Bid Strategy Testing: Our team tested and adapted automated bid strategies in new campaigns and geographies, yielding positive results.

The Results

Our quick-win strategies and commitment created great results for Facilio on both the SEO and PPC fronts. 

Here’s how we fared on SEO:

• Website traffic increased from 5,000 clicks in December to 7,500 clicks in June.

• Monthly leads improved from 10 to 20, doubling the lead generation rate.

Similarly, TripleDart did well on the PPC front and achieved the following results:

• A 7% increase in leads QoQ with the same budget.
• Improved the conversion rate by 75% QoQ.
• Generated $350K in pipeline within three months of taking over.
• Reduced unqualified/invalid leads by 15% QoQ. The percentage of unqualified leads dropped from 52% to 45% in the first three months, and further to 34% by June.

What does Facilio Think About TripleDart?

Facilio is completely satisfied with the results achieved through TripleDart Digital’s comprehensive SEO and PPC strategies. They continue to partner with TripleDart to optimize their digital marketing efforts and achieve even greater success.