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Winter the new spring for lead conversion

By Grace Ormsby
16 June 2021 | 1 minute read
Winter the new spring for lead conversion

Winter may have only just begun, but one of Australia’s biggest networks is already campaigning for pre-spring engagement and lead conversion.

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LJ Hooker has launched a new campaign ahead of the competitive spring selling season, which will see it lean on its almost two-decade-strong relationship with Qantas Frequent Flyer.

The three-month campaign will see home owners given a chance to win a share of 1 million Qantas points if they receive a property appraisal from a local LJ Hooker agent.

According to LJ Hooker’s chief operating officer, Ruth Trewhella, the giveaway aims to fill agent pipelines pre-spring and lay the groundwork for strong lead conversion.

“We know from previous campaigns that giveaways can successfully generate more appraisal requests,” she commented.

“We saw the advantage in doing this during the winter months leading up to spring to capture home owners in that consideration phase, particularly as most markets are performing strongly.”

Ms Trewhella said the exclusive real estate partnership with Qantas Frequent Flyer incentivises prospects “to move from considering selling to taking that first step in their journey — getting their property appraised and understanding its worth”.

“Once our agents are in the living room, they can then focus on doing what they do best: building the relationship, listing and selling the home,” she continued.

A feature of this new campaign is its “full digital approach” — reportedly to complement the real estate group’s “always on” digital lead generation strategy — and will be delivered “via a curated suite of digital and print marketing assets that are quintessentially Australian”.

Coming off the back of over 7 million connections across consumer channels in the last 12 months alone, the COO concluded by noting that the new campaign aims to continue connecting with audiences to stay “top of mind”.

Winter the new spring for lead conversion
Ruth Trewhella reb
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