Case Study: Digital Transformation of OLIN a leader in commercial real estate Case Study: Digital Transformation of OLIN a leader in commercial real estate
How to build a cohesive brand image and gain the trust of premium clients? In 2023, OLIN, a commercial real estate company, faced a challenge: how to effectively reach premium clients and automate management of a diverse portfolio, from modern logistics facilities to luxury apartments. Our task was to create a marketing strategy and website that would merge brand image with operational efficiency.
ABOUT THE PROJECT
OLIN commissioned a local agency to promote the Omega Lake Apartments investment. While the website they received was aesthetically pleasing, an audit revealed it lacked value. The content was poorly thought out, written without a deeper understanding of the target audience, and failed to convey the unique qualities or prestige of the investment.
As OLIN prepared for future projects, such as the OLIN Industrial Park and Mazury Golf Apartments, the company needed a cohesive strategy to strengthen its brand and harness marketing synergy. Our goal was to consolidate all activities under the OLIN brand to maximize the company’s visibility and authority in the market.
The result was a functional website and a thoughtfully crafted message that directly appealed to premium clients, building OLIN’s brand authenticity and reinforcing its position in the real estate market.
CHALLENGE
Our challenge was to develop a cohesive marketing strategy for OLIN, consolidating diverse investments under one strong brand. We needed to improve the functionality of the existing website, implement modern digital tools, and enhance OLIN's brand recognition to better engage clients and increase marketing effectiveness. Additionally, laying the foundation for future projects like Omega Lake Apartments and OLIN Industrial Park required a comprehensive approach and a long-term vision.
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Key Issues
- Low website functionality. The WordPress-based website was visually appealing but lacked user-friendliness, discouraging visitors and complicating navigation. Low website functionality
- Lack of brand consistency. The Omega Lake Apartments investment had no visual or brand connection to OLIN’s main brand, weakening recognition. Lack of brand consistency
- Limited SEO. Separate domains for investments hindered OLIN’s brand strength and negatively impacted SEO performance. Limited SEO
- Manual offer management. Publishing real estate listings on various platforms was done manually, doubling time and labor costs. Manual offer management
- Lack of a marketing strategy. The absence of a cohesive, long-term marketing strategy weakened promotional efforts and reduced reach. Lack of a marketing strategy
- Low content value. The website content was created without an in-depth analysis of potential client needs, providing little valuable information to engage audiences and support sales processes. Low content value
Project Assumptions
We conducted a comprehensive audit of the existing website and marketing activities, identifying key issues and proposing effective solutions. Through detailed analysis, we defined the goals for the website and marketing efforts to fully support the growth of the OLIN brand and engage target audiences.
- 📌 Unification of all marketing activities and web domains under the OLIN brand to strengthen recognition and improve SEO effectiveness. 📌 Unification of all marketing activities and web domains under the OLIN brand.
- 📌 Website functionality optimization. Creation of an intuitive and functional website that showcases OLIN’s comprehensive investment portfolio, including Omega Lake Apartments and industrial properties. 📌 Website functionality optimization.
- 📌 Establishing a clear information structure and valuable content. 📌 Establishing a clear information structure and valuable content.
- 📌 Implementation of tools such as an interactive apartment search and sub-navigation to improve customer interactions and provide essential information in an easily accessible format. 📌 Implementation of tools such as an interactive apartment search and sub-navigation.
- 📌 Process automation. Integration of the website with a CRM system to automatically publish property listings on various platforms, reducing time and labor costs. 📌 Process automation. Integration of the website with a CRM system to automatically publish property listings on various platforms.
- 📌 Enhancing premium client trust. Developing a credible image for OLIN as an experienced and reliable investor, increasing trust in the premium real estate segment. 📌 Enhancing premium client trust.
- 📌 Making investment details accessible to clients without the need to contact the sales team. 📌 Making investment details accessible to clients without the need to contact the sales team.
- 📌 SEO strategy, social media, and Google Ads campaigns to build OLIN’s long-term brand visibility and generate leads. 📌 SEO strategy, social media, and Google Ads campaigns.
- 📌 Consolidation of marketing activities under one brand to optimize the marketing budget across current and future investments. 📌 Consolidation of marketing activities under one brand.
- 📌 We conducted a detailed analysis of potential clients’ needs to tailor content to their expectations and questions. Based on interviews and research, we created valuable, insightful content that clearly addresses investors’ key questions. 📌 We conducted a detailed analysis of potential clients’ needs to tailor content to their expectations and questions.
Reduction in time required for property listing management
Increase in sales since launching the digital marketing campaign
Value of properties we promote in the market
Annual budget for digital marketing campaigns we manage
Solution: A Cohesive Strategy and a High-Converting Website
We implemented a comprehensive transformation of OLIN's website, consolidating all investments under one domain to strengthen brand recognition. We enhanced site functionality and navigation, creating an intuitive interface, and tailored content to meet client needs, boosting engagement. Additionally, we integrated automated listing management and executed a unified marketing strategy encompassing both SEO and advertising campaigns.
- ✔️ We unified marketing efforts under the OLIN brand, including redirecting the omegalake.pl domain to the new, comprehensive OLIN website.
- ✔️ We used the Sulu CMS platform, providing scalable development capabilities, flexibility, security, and optimized site performance.
- ✔️ We integrated the CRM system with the new OLIN website, enabling automatic listing publication on OLIN, Otodom, and Morizon platforms.
- ✔️ New information architecture design
- ✔️ Clear navigation
- ✔️ High-quality content
- ✔️ Contact pathway design
- ✔️ 3D property configurator
- ✔️ Interactive apartment selection
- ✔️ Floor plan viewing with interior visualizations
- ✔️ Orientation selection (cardinal directions)
- ✔️ Apartments: detailed information about the Omega Lake Apartments investment on a dedicated landing page.
- ✔️ Industrial Park: creation of a comprehensive landing page for the industrial park investment, including information architecture, valuable content, and graphics.
- ✔️ Industrial Properties: presentation of OLIN’s portfolio including investment land, warehouses, and office spaces.
- ✔️ With detailed, valuable content on the site, clients can independently find answers to most questions about properties of interest.
- ✔️ Through precise ad targeting and content that clearly communicated essential investor information, we effectively optimized the sales funnel. Non-target customers were excluded, allowing the sales team to focus exclusively on high-value clients. This not only saved time and resources but also significantly boosted sales efficiency.
Comprehensive Marketing Campaign
360° Marketing
- ✔️ Social Media Strategy. Promoting each investment with separate profiles to build a unique atmosphere aligned with the character of each investment. ✔️ Social Media Strategy.
- ✔️ New Profile Layout for Omega Lake Apartments. Creating a cohesive, elegant profile layout that emphasizes the premium nature of the investment. ✔️ New Profile Layout for Omega Lake Apartments in Social Media.
- ✔️ Layout for Industrial Park. Developing a profile layout that reflects the industrial character of the investment. ✔️ Layout for Industrial Park.
- ✔️ Content Publishing Plan. Preparing and implementing a detailed content publishing schedule. ✔️ Content Publishing Plan.
- ✔️ Paid Advertising. Developing targeted ad campaigns to collect leads and monitor campaign effectiveness. ✔️ Paid Advertising.
- ✔️ Influencer Collaborations. Preparing content and photo concepts for influencer partnerships to increase reach and engagement in campaigns. ✔️ Influencer Collaborations.
- ✔️ Target Audience Definition. Identifying what potential clients are searching for and which platforms they frequent. ✔️ Target Audience Definition.
- ✔️ Competitor Monitoring. Regular analysis of competitor ads to understand their strategies. ✔️ Competitor Monitoring.
- ✔️ A/B Testing. Running A/B tests on different ad creatives to determine the most effective ones. ✔️ A/B Testing.
- ✔️ Consistent Brand Creatives. Designing ad creatives that are consistent with OLIN’s brand image. ✔️ Consistent Brand Creatives.
- ✔️ Budget Management. Assisting with optimal budget management to maximize ROI. ✔️ Budget Management.
- ✔️ Keyword Optimization. Optimizing website content with strategically placed keywords relevant to potential client searches. ✔️ Keyword Optimization.
- ✔️ Meta Tags and Descriptions. Creating optimized meta tags, titles, and descriptions for each page to improve search visibility. ✔️ Meta Tags and Descriptions.
- ✔️ Backlinks. Building valuable backlinks through publishing articles on popular websites, increasing domain authority and search rankings. ✔️ Backlinks.
- ✔️ Email Collection. Gathering email addresses through paid campaigns, sales collaborations, and website forms on OLIN’s site. ✔️ Email Collection.
- ✔️ Newsletter Distribution. Regularly sending newsletters with updates on offers, events, and news to keep recipients informed about OLIN’s offerings and strengthen long-term client relationships. ✔️ Newsletter Distribution.
- ✔️ Media selection. Choosing appropriate industry and local media that best suit the promotion of OLIN’s investments. ✔️ Media selection for publication.
- ✔️ Article creation. Preparing professional articles and selecting photos to attractively present the investments in the press. ✔️ Article creation.
- ✔️ Ad creative design. Developing cohesive, aesthetically pleasing ad creatives tailored for high-quality print and press publication. ✔️ Ad creative design.
- ✔️ Billboard design. Creating eye-catching and impactful billboard designs that effectively draw attention and promote OLIN’s investments in public spaces. ✔️ Billboard design.
- ✔️ Investment catalog. Designing an exclusive catalog for Omega Lake Apartments, showcasing the high quality and unique features of the apartments, with an elegant graphic layout and carefully crafted content. ✔️ Investment catalog.
Cezary Łosko
Co-owner of Olin
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