Rising interest rates, a response to inflationary pressures, have not deterred buyers, indicating a shift in investor mindset towards long-term gains. This environment suggests that property prices are likely to continue rising, attracting both seasoned and new investors.<\/p>\n
Given this scenario, large real estate companies must evolve to meet the changing preferences of their clients. These shifts in the market necessitate a closer examination of their real estate marketing strategies<\/strong> to understand how they are navigating through economic volatility, technological advancements, and changing consumer demands.<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Photo by Todd Kent from Unsplash<\/em><\/p>\n Interested in implementing a winning digital strategy for your real estate business? Explore our range of digital marketing services<\/a> and find out how we can tailor solutions to your needs.<\/p>\n To explore the real estate advertising strategy of a leading industry player, we examined Savills<\/a>, a global real estate consulting agency with over 700 offices worldwide.<\/strong><\/p>\n Established in 1855 in the United Kingdom, Savills offers a comprehensive range of services tailored to business clients, including property sales and acquisitions, asset management, financial and investment advice, planning, and property management.<\/p>\n As a dominant force in the industry, the brand has leveraged its extensive experience and expertise to consistently deliver high-quality services, cementing its reputation as a trusted advisor in the real estate sector.<\/p>\n By analysing Savills’ marketing strategy, we can identify several key practices that contribute to their online success<\/strong> and learn valuable lessons for our own approach:<\/p>\n Savills is indeed most recognised in the UK, where it began its journey, and the UK market remains crucial for the company’s real estate marketing strategy.<\/strong> As the cornerstone of its worldwide operations, the UK market influences much of Savills’ strategic planning.<\/p>\n However, Savills has expanded significantly over the years, establishing a strong presence in over 700 offices globally, including in the U.S. and India, which are key growth markets due to their large populations and real estate opportunities.<\/p>\n Despite its global reach<\/a>, recent data from July 2024 indicates challenges in sustaining traffic in some of its established markets, particularly the UK and Australia. The drop in traffic in these regions could be attributed to various factors, including changes in the economic climate, shifts in market demand, or even adjustments in digital marketing strategies.<\/p>\n The company may need to reassess its real estate marketing approach in these markets, potentially focusing on localised content, targeted campaigns, and enhanced digital presence to regain momentum.<\/p>\n Additionally, with the U.S. and India showing potential for significant traffic generation<\/strong>, Savills might increase its efforts in these regions to capitalise on emerging opportunities, possibly balancing out the declines experienced elsewhere.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Top performing countries for savills.com, source: similarweb<\/a><\/em><\/p>\n The company\u2019s traffic distribution reveals that organic traffic<\/strong> is its dominant channel, highlighting Savills\u2019 marketing focus on SEO strategies.<\/strong> This involves optimising their website and expanding content to effectively target new keywords, thereby enhancing their visibility in search engine results. By addressing user queries through well-optimised content, Savills can capture more organic traffic and improve its position in search rankings.<\/p>\n Direct traffic is the second-largest channel<\/strong>, which likely reflects the brand’s long standing reputation and recognition in online real estate marketing. The significant amount of direct traffic suggests that users are familiar with Savills and are intentionally visiting the site, possibly influenced by their offline presence or through consistent brand exposure across various real estate marketing channels, including social media.<\/p>\n Referral traffic ranks third<\/strong>, indicating that Savills\u2019 marketing benefits from a strong link-building strategy that drives visits from other websites. This channel is crucial for improving SEO performance, as high-quality backlinks not only drive traffic but also enhance the website’s authority.<\/p>\n Social media traffic<\/strong>, while not the largest channel, plays an important role in Savills’ overall real estate marketing strategy, particularly in building brand awareness and engaging with audiences on platforms like Facebook, Instagram, and Twitter.<\/p>\n However, the relatively low level of traffic from paid search campaigns<\/strong> suggests that Savills may prioritise organic and referral strategies over paid advertising, focusing on sustainable, long-term growth rather than immediate returns from paid channels.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Channels overview for savills.com, source: similarweb<\/a><\/em><\/p>\n To gain a comprehensive understanding of the estimated traffic generated by the Savills website, we conducted a comparison with one of its key competitors, Knight Frank<\/a>. This analysis provides valuable insights into the digital performance of both real estate marketing strategies.<\/strong><\/p>\n Savills outperforms Knight Frank in terms of traffic<\/strong>, generating approximately 2 million visits from all channels each month. In contrast, Knight Frank sees around 500,000 visits, which is significantly lower. This disparity is also evident in daily traffic, where Savills averages 70,000 visits per day, compared to Knight Frank’s 14,000.<\/p>\n The dominance of mobile traffic is a common factor for both companies, with over 60% of their visits coming from mobile devices. This trend underscores the importance of mobile optimisation and the need for a strong mobile strategy in the real estate marketing practices<\/strong>, where potential clients are increasingly using mobile devices to search for properties and services.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Traffic comparison in July 2024 for savills.com vs. knightfrank.com, source: similarweb<\/a><\/em><\/p>\n Now let\u2019s take a closer look at the individual real estate marketing channels that Savills focuses on.<\/p>\n Savills’ website generates the most significant portion of its traffic from organic search, highlighting the effectiveness of its SEO strategies. The site currently ranks for approximately 5,570 keywords, with around 100 of these being branded.<\/strong> Given the brand’s high search volume (110,000 SV), it’s clear that branded traffic constitutes a substantial percentage of the total incoming traffic.<\/p>\n In terms of SEO, one of the key strengths of Savills’ marketing strategy is its well-developed blog section,<\/strong> which features over 400 articles.<\/strong> This blog is a major driver of organic traffic, with the blog alone ranking for over 1,000 generic keywords, generating around 10,500 visits per day. The blog’s content is carefully optimised to target high-popularity phrases, such as “oast houses” and “waterside housing,” each with a search volume of 12,100.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t In focus: Kent’s oast houses, The Savills Blog<\/em><\/p>\n Inspired by Savills’ success? Let us help you craft a powerful organic strategy<\/a> for you to thrive in the real estate sector.<\/p>\n This focus on high-traffic, high-value keywords, coupled with comprehensive, informative content, ensures that Savills remains highly visible in search engine results<\/strong>, driving significant organic traffic to their site. The success of their blog as a traffic driver also underscores the importance of content in their overall real estate digital marketing strategy.<\/p>\n While Savills’ website performs well in terms of organic traffic, several basic SEO elements could be optimised to further enhance results:<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n Addressing these areas would not only help boost Savills’ marketing strategy and maintain their current high rankings but also future-proof the site against potential declines in organic traffic due to algorithm updates or increased competition.<\/p>\n Regular optimisation is key to sustaining and improving the site’s visibility in search engine results and a successful real estate marketing solution.<\/p>\n Over the past year, the steady increase in the number of referring domains to Savills’ website suggests a deliberate focus on a backlink strategy<\/a>. Acquiring backlinks from various external domains enhances the site’s authority, which directly contributes to improvements in organic traffic.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Referring domains in the last 12 months for savills.com, source: ahrefs<\/a><\/em><\/p>\n When users visit the website via these external links, the traffic is recorded as referral traffic. Given Savills’ strong brand authority, many of these links are likely natural backlinks that appear on informational websites, news, blogs, and partner sites. This organic linking can be an indicator of the brand’s influence and reach in the real estate marketing landscape.<\/strong><\/p>\n Currently, the Savills website boasts around 809,000 backlinks from approximately 3,800 referring domains. Notably, there are numerous backlinks originating from Wikipedia and other Savills subdomains.<\/p>\n The presence of backlinks from Wikipedia indicates that Savills is considered a reliable and authoritative source of information, contributing to its online credibility. These Wikipedia links likely boost the website’s SEO and organic rankings.<\/p>\n Backlinks from other Savills subdomains may suggest an integrated content strategy where different parts of the business support each other through internal linking.<\/strong> This practice can help to consolidate domain authority across different subdomains, improving overall search engine performance and visibility.<\/p>\n Together, these efforts indicate a robust SEO strategy that leverages both external and internal linking to bolster Savills’ marketing practices.<\/p>\n Over the last 12 months, the Paid Search channel for Savills appears to have been active primarily between September and December 2023 and then again from July 2024. However, the performance during these periods has been notably low. This suggests that the brand is not heavily focused on paid search campaigns in their real estate marketing strategy,<\/strong> which is further supported by the relatively small share of traffic from this channel compared to others.<\/p>\n The limited activity and lower emphasis on Paid Search<\/a> may indicate that Savills\u2019 marketing approach prioritises other channels, such as organic search and direct traffic, where it seems to have a stronger presence and better results. This practice could be due to several factors, such as the high brand recognition that drives direct traffic or a strategic decision to focus resources on more effective channels <\/strong>in the real estate marketing strategy.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Photo by Austin Distel from Unsplash<\/em><\/p>\n Explore the strategies that made Savills a leader in real estate marketing<\/a> and discover how we can apply similar tactics to your business.<\/p>\n Savills’ social media traffic constitutes around 2.3% of its total traffic, highlighting the importance of their activities on these platforms. The preferred platforms for Savills\u2019 marketing strategy are LinkedIn and Reddit,<\/strong> which aligns with the nature of their business as a real estate consulting firm focused on business clients.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Social traffic overview for savills.com, source: similarweb<\/a><\/em><\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n \u00a0<\/p>\n This multifaceted approach to social media helps Savills to maintain a robust online presence<\/strong>, engage with diverse audiences, and ultimately support its broader real estate digital marketing objectives.<\/p>\n Savills’ real estate marketing strategy is multifaceted, leveraging a combination of organic search, direct traffic, and social media<\/strong> to maintain a robust online presence.<\/p>\n The company generates significant traffic through well-optimised content<\/strong>, particularly its extensive blog section, which is a major driver of organic traffic. This focus on high-traffic, high-value keywords helps Savills maintain visibility in search engine results, ensuring that they remain a key player in the competitive real estate marketing landscape.<\/p>\n However, there are areas for improvement, such as the optimisation of meta tags, headings, and page performance<\/strong>, which could further enhance their SEO performance.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t\t Photo by Jakub \u017berdzicki from Unsplash<\/i><\/p>\n Additionally, while social media contributes to a smaller portion of their overall traffic, platforms like LinkedIn and Reddit play a critical role in engaging business clients and building brand awareness.<\/strong><\/p>\n Interestingly, in their real estate marketing activities, Savills seems to place less emphasis on paid search campaigns, potentially focusing more on sustainable growth through organic and referral channels. This strategic approach allows Savills to continue dominating the market while remaining adaptable to the changing digital environment.<\/p>\n Want to implement successful digital strategies like Savills?<\/strong><\/p>\n Whether you’re looking to optimise your SEO, enhance your content strategy, or develop a comprehensive paid advertising plan, we offer tailored solutions to meet your needs. Contact us today<\/a> to discover how our expertise can drive your business forward and help you achieve your marketing goals.<\/p>\n\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/span>Savills\u2019 Real Estate Marketing Analysis<\/span><\/h2>\n
Top Performing Countries<\/h3>\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\nMarketing Channels<\/h3>\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\nTraffic Overview – Savills vs. Knight Frank<\/h3>\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/span>Savills’ Marketing Channels Split Analysis<\/span><\/h2>\n
Organic Traffic<\/h3>\n
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Referrals<\/h3>\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n Paid Search<\/h3>\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\nSocial Traffic<\/h3>\n
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\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\n
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<\/span>Summary<\/span><\/h2>\n
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