Casas Roble: a success story in the real estate industry with the Inbound Marketing methodology.

591 %

Increase in monthly visits through organic search to the website.

350 %

Increase in monthly leads through organic search.

186 %

Increase in organic keywords positioned in the top 3 of Google.

228 %

Increase in organic keywords positioned in the top 10 of Google.

Implemented services:

HubSpot implementation

Marketing and Sales Alignment

Estrategia Inbound 360

Grupo Roble: a regional leader in construction, real estate developments, and prestigious hotels.

Grupo Roble is a company belonging to the Grupo Poma, a business conglomerate established over 90 years ago in El Salvador by Bartolomé Poma. It is recognized in the region for its strength and prestige.

Industry

Real Estate

Company size

1000 employees

Location

El Salvador - Panamá

Since 1963, Grupo Roble has been dedicated to the real estate sector in El Salvador, pioneering in the construction of mass housing solutions and shopping centers. With over 60 years of experience, it has consolidated its business divisions in the construction and development of shopping centers, residential complexes, corporate centers, and hotels in various countries in the region.

Casas Roble is the residential division of Grupo Roble. To date, they have built more than 60 thousand homes in El Salvador and Panama. Here are some of their real estate projects:

Paseo del Prado

San Francisco Tower

Panorama Tower

Altos Tower

Golf Gardens

Arboledas

Learn more about our client: Get to know Casas Roble

Challenges faced by Casas Roble

When Casas Roble decided to start working with Dinterweb in July 2019, it had three main clear needs:

Position the projects above the competition and turn the website into a source of qualified sales opportunities

Up to that point, demand generation was carried out through traditional marketing strategies and lead ad campaigns on social media. However, it was necessary to transform the website into a powerful tool for capturing qualified leads.

Reduce lead disqualification rates and optimize efforts in lead generation, qualification, and contact follow-up.

The sales team was receiving leads with high disqualification rates, resulting in a loss of resources and time. It was crucial to align the efforts in lead generation, qualification, and contact follow-up to improve efficiency and maximize sales opportunities.

Implement a CRM to obtain reliable data and make decisions based on accurate information

It was essential to have a CRM that facilitated the storage and tracking of lead data. This would allow having reliable information about the quantity, quality, origin, and management of leads, providing a solid foundation for informed decision-making.

Dinterweb: strategic partner of Casas Roble

Understanding that the Casas Roble team was in a tool and management deficit, Dinterweb decided to implement an Inbound strategy focused on 6 elements:

Alignment between Marketing and Sales

The buyer persona and the characteristics of the marketing qualified lead for each project were defined, and the automation of this qualification was implemented using Marketing Hub Pro.
The automation of the delivery of MQL to the sales team was carried out using Marketing Hub Pro and Sales Hub Pro.
A Service Level Agreement was established to ensure the follow-up of everything agreed upon. This measure significantly reduced lead response times and ensured that sales representatives only received genuinely qualified leads.

Sales Enablement

To successfully migrate Casas Roble's 4 sales teams from spreadsheets to the HubSpot CRM, it was also necessary to:

Train representatives in the use of Sales Hub Pro.
Train marketing and sales management to monitor the performance of their efforts in HubSpot.
Create sales content: templates, sequences, pages, master plans, and software that would generate formalization documents, taking customer data from HubSpot via API.

Quick Win Campaigns with New Projects

For the launch of the two new real estate projects in August and November 2019, optimized landing pages were developed with the aim of ensuring that audiences, upon seeing traditional advertising or updates in the media, and when searching on Google or social media, could find the projects.

Thanks to a quick positioning of the pages in search results, it was possible to maximize the return on investment in both traditional and digital media.

Conversational Marketing

Chatbots were implemented on both the website and Facebook Messenger, configured so that prospects could qualify themselves while interacting with the bot.

Renovation of the Casas Roble Website

The casasroble.com website was renovated, taking into account the buyer personas of each project. Concise and clear journeys were designed to make it easy for users to find relevant information about the residential properties.

Furthermore, landing pages were built for each project using the HubSpot CMS, ensuring high performance in terms of loading speed and optimization for search engines (SEO).

Additionally, there was an identified opportunity to improve the relevance of the Grupo Roble website in terms of generating traffic and contacts for Casas Roble. However, at that time, the site was not optimized to achieve this goal. Therefore, the task of renovating the website was undertaken to maximize its potential.

Technical SEO and Topic Clusters

Sets of topics tailored to the buyer personas of different projects were worked on, each with a personalized value offer such as ebooks, quizzes, guides, and infographics.

Contact generation through these topic clusters led to the implementation of highly effective automated email nurturing flows throughout the buyer's journey. These flows were triggered based on the content consumed by the user and the information provided.

Among the most successful content in terms of conversion rate is a quiz that helps determine whether it is better to buy or rent a home, with a conversion rate exceeding 20% through organic sources. Depending on the information users provide about their family finances, they are offered general recommendations and additional content suitable for their situation.

2. Effective use of the HubSpot CRM by the sales team since August 2019.

3. Contact generation through landing pages for 2 of the projects in El Salvador.

Paseo del Prado

resultadados-landing-paseo-prado

Altos Tower

resultados-landing-paga-altos-tower

4. Use of chatbots for conversational marketing.

img-chat-bot

5. Overall results of email marketing, with over 60 thousand emails sent.

resultados-email-marketing

6. Positioning of keywords in both El Salvador and Panama.

After paid advertisements, the first organic result is from Grupo Roble.

img-2-posicionamiento

7. Generation of qualified leads on the website.

img-sesiones-1

In a span of 23 months, Grupo Roble managed to capture over 17,000 Marketing Qualified Leads (MQL) and finalized more than 600 reservations for houses and apartments. The success was evident as the apartment towers Altos Tower, Panorama Tower, and San Francisco Tower were completely sold out. Furthermore, thanks to the collaboration between HubSpot and Dinterweb, they are on the verge of initiating a new apartment project.

This notable achievement occurred when one of the most influential real estate companies in Central America migrated its sales team to the HubSpot CRM. This transition empowered their commercial efforts and achieved a rapid market position with the two new real estate projects through an effective Inbound strategy.

Have you identified with the challenges faced by Casas Roble? At Dinterweb, we can help you find solutions according to your goals.