Midland Holdings case study
Personalized Ads Help Buyers Find Ideal Homes
Deep learning algorithms to match the right listings to potential buyers
Conversion rate increase*
Higher click-through rate
Lower cost-per-lead acquisition
Introduction
About the client
Midland Holdings, established in the early 1970s, is a leading real estate agency in Hong Kong. It has over 330 branches and employs over 4,000 people who broker sale and rental deals across Hong Kong and parts of mainland China.
What they say about us
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"RTB House empowered us to scale conversions and optimize lead-oriented campaigns through its innovative technology and performance based payment model, significantly enhancing our consumer engagement."
Lawrence Chau
Head of Marketing, Communications and Property Data, Midland Realty
Deploying RTB House as a second retargeter successfully boosted conversions and reduced channel dependency.The Deep Learning algorithm helps personalize and recommend the best real estate offers, which is crucial for our extensive and frequently updated property listings.
Abraham Wu
Associate Senior Manager (Performance Marketing), Midland Realty
DESCRIPTION
The challenge
Real estate listings are highly complex, with multiple factors affecting whether a user even considers a property. Making strong recommendations requires a degree of personalization, carefully tailoring the price, location, and features of the property to an individual’s preferences and needs.
Midland Holdings wanted to expand its performance campaigns and reduce dependence on a single retargeting channel. The challenge for RTB House was to come on board as a second retargeter and increase the number of conversions without cannibalizing existing efforts.
story
The solution
In a highly competitive property market-where buying or renting decisions occur only once, and after extensive research—timely and relevant outreach to customers is essential. The solution leveraged RTB House’s Deep Learning-powered algorithms to analyze user behavior and preferences and match them with the best potential properties, thus helping the website increase conversions.
We adapted creative content to include essential information within the banners. The ads were both informative and engaging, effectively communicating key details about each property.
Success
The result
The Deep Learning-powered campaigns with RTB House exceeded all goals and expectations, optimizing performance and delivering more conversions at a reduced cost.
Comparing the three-month period after adding us as a second retargeter to the prior state with another single partner was compelling. The total retargeting conversion rate increased by 42%, along with a 7% higher click-through rate (CTR) for online ads. What’s more, this was done in a highly effective manner with cost-per-lead acquisition (CPL) dropping by 54%.
Based on these results,Midland Holdings plans to continue its partnership with RTB House. Together, we aim to further refine retargeting strategies and explore new growth opportunities in the competitive real estate market.real estate market.
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