QUARTERLY REPORT
JOHN SHEPHERD
Q1
Market Appraisals
Lead Sources
Valuation enquiries from Leadoo = 3
Instructions
Source Sales Homepage 1 Instant Valuation 9 Leadoo 12 My Account 6 Rightmove 8 On The Market 15 Total 51
Landlord Acquisition
Source Number of Instructions Monthly Cost Instruction Fee Revenue ROI Website 4 £2445.00 £5483.00 124.25% Rightmove 2 £9150.00 £4821 50 -47 31 On The Market 0 £2310.00 £0 00 -100%
Source Number of Valuation Enquiries Monthly Cost Cost Per Valuation Website 9 £2445 00 £271 67 Rightmove 0 £9150 00 £0 On The Market 0 £2310 00 £0
Landlord Acquisition
Social media ads
The first ad of lettings switch campaign promoting the protection services which will run for three weeks and is targeting landlords and investors in all our branch locations.
Impressions at the time of report creation: 16,738
Click through: 111
Landlord Acquisition
Social Media
A Facebook post series advising landlords with our top tips when buying to let.
Monthly posts with the main message and call to action is to book a valuation.
First post for the switch campaign with the hero message and showcasing the lifestyle/ billboard artwork. Centrick acquisition announcement post.
Valuation enquiries from Leadoo = 29
Instructions
Acquisition Source Sales Homepage 2 Instant Valuation 66 Leadoo 37 My Account 0 Rightmove 82 On The Market 125 Total 312
Source Number of Instructions Monthly Cost Instruction Fee Revenue ROI Website 18 £2445.0 0 14,925 00 510 43% Rightmove 5 £16,080 .00 £14840 00 62 19% On The Market 2 £1320.0 0 £3675.00 59.09%
Vendor
Lead Sources
Source Number of Valuation Enquiries Monthly Cost Cost Per Valuation Website 41 £2445.00 £59.63 Rightmove 6 £16,080.00 £2680 On The Market 12 £1320 00 £110
Market Appraisals
Vendor Acquisition Spectre
Total spend: 2,925 credits
Successes: 5 properties influemced Letters Sent
Regular letters: 1,288
TwentyTwenty (not on the market): 221
TwentyTwenty (on the market): 42
Total: 1551
Vendor Acquisition
Social media ads
Book a valuation call to action targeting property owners, people buying and selling real estate, movers, luxury property owners landlords and investors and rural owners in all our branch locations and linking through to the valuation landing page.
Impressions: 24,231
Click through: 107
Vendor Acquisition
Social media ads
Book a valuation call to action targeting potential sellers within our branch locations as well as from our email database.
Impressions: 25,322
Click through: 183
Vendor Acquisition
Social media
Monthly posts with the main message and call to action is to book a valuation.
Valentine’s Day post promoting our property ‘matchmaking’ service with the call to action ‘book a valuation’. Facebook series advising venders how they can help to sell their house quickly.
Vendor Acquisition
Comms
Valentines themed emails to vendors who had a valuation previously but not come onto the market with us and buyers who have not found a property with us.
Fallen out of love with your home?
Sent to 6595 Vendors Clicks
32 to Valuation landing page
Struggling to find a home you truly love?
Sent to 33464 Buyers Clicks
208 to Valuation landing page
Upsell and Cross-sell
Mortgage Requests
SOURCE Mortgage Requests Revenue Website 13 £455.00 Rightmove 101 £3535.00 On The Market 39 £1365.00 Total 153 £5355.00
Upsell and Cross-sell
Social media
Posting promoting our RLP, MAB, NDS, Furnishing solutions, My Account, New Homes and Collection. The captions were tailored to target the relevant clients with the CTA to contact their local branch for more information or directing them to the relevant website page.
Comms- BTLB
Sent to: 3584
Link clicks: 70
Unsubs: 0.47%
Upsell and Cross-sell
Landlord Retention
My Account
Social Media
Continuously promoting the best rental properties we have available to ensure they recieve maximum exposure online. A Facebook series advising tenant why renting can be better than buying. Therefore, encouraging tenants to consider their situation and potentially resulting in more tenant interest in our rental
Posting the hot topics from the landlord journal as well as great investment opportunities.
Metric John Shepherd Sign up - Direct from website 431 Login from 'welcome' email 2215 Total logins 2697 Valuations 9 Viewing feedback submitted 119
Landlord Retention
Comms
The Landlord Journal - Sent to Landlords every other month with the aim to inform, engage with our brand and provide unique investment opportunities both locally and nationally via our network.
Clicks 171 - Hot Topic 275 - Tax Return Guide 137 - My Account Page 88 - Property Clicks
to 4589 Landlords
Sent
Sent on 15/1/24
Landlord Retention
Comms
The Landlord Journal - With redesign. Sent to Landlords every other month with the aim to inform, engage with our brand and provide unique investment opportunities both locally and nationally via our network.
Unsubscribes reduced by 75% and the new Landlord Journal was our lowest unsubscribed marketing email of the Quarter.
Sent on 28/3/24
Sent to 5214 Landlords
Clicks 106 - Hot Topic 77 - Properties 43 - Regional Properties 26 - Email to Team 54 - MyAccount 17 - The Buy to Let Broker
Landlord/Vendor Re-engagement
Social Media
A Facebook post series advising landlords how they can boost their kerb appeal to increase their tenant enquiries. Sharing relevant news which impacts the lettings market such as the rent reformer bill.
Brand Awarenes
Social Media
Users reached across all social media platforms
Facebook: 24,322
Instagram: 35,277
LinkedIn: 12,433
TikTok: 13,614
Total: 75,646
Top performing posts
Brand Awarenes
Social Media
Lomond awards post celebrating our winner and the great work they’ve done over the last year.
Lomond Quarterly Insights reel post on LinkedIn providing our audience with market updates, business updates etc.
Meet the Harry.
Seasonal posts for Valentines Day, Easter and Pizza Day.
Property tours
Fun TikTok trends
Team birthdays, anniversaries and promotions.
London night marathon.
Brand Awarenes
Social media ads
Book a valuation call to action targeting potential buyers in our branch locations as well as from our email database.
Impressions: 18,398
Click through: 150
Brand Awarenes
On March 22nd, a team from John Shepherd took part in the London Walk to raise money to help Centrepoint end youth homelessness by 2037. They walked a marathon in distance through the night starting at 8 pm and finishing around 5 am. The team raised £3,050 for Centrepoint (101% of target).
Brand Awarenes
John Shepherd has continued to support Knowle & Dorridge Cricket Club. As part of this sponsorship, we have gained access to their database of over 900 customers, which we email on a monthly basis, showcasing our Collection service, and investment opportunities.
UK House Price Index
Coverage Count: 10 articles
AVE: £2,904.48
Reach: 816,763
Ed Phillips PR
Interest Rate
Coverage Count: 14 articles
AVE: £17,105.76
Reach: 119,500
Total Coverage: 27 articles
Total AVE: £22,352.4
Total Reach: 938,352
Budget
Coverage Count: 3 articles
AVE: £2,342.16
Reach: 2,089
Future FTB House Prices
Coverage Count: 11 articles
AVE: £4,458.24
Reach: 216,880
How much? A baby born today may have to pay more than £500,000 for its first home
Easter Road
Names
Coverage Count: 5 articles
AVE: £1,232.61
Reach: 49,304
The Easter-Related Road Name That Has Seen House Prices Hop By 315% In A Year
Analysis undertaken by Lomond, a UK estate and letting agency group, suggests that by the time a child born today reaches the age of 31 (the average age of a firsttime buyer), the average price of a first home will be £503,584, an increase of 111.9%.
‘It seems quite unbelievable that a baby born today could face paying half a million pounds for their first home, but you would probably have thought the same 30-odd year ago had someone told you the price of property today,’ says Ed Phillips, Lomond CEO.
Total Coverage: 16 articles
Total AVE: £5,690.85
Total Reach: 266,184
The latest research by Lomond, one of the UK’s largest estate and letting agency groups, has revealed that one Easter-related road name has seen a 315% annual increase in the average sold price.
Lomond PR