Mastering lead generation with Dansk Boligvurdering
A customer-centric, always-on strategy with over 70% conversion
About the company
Dansk Boligvurdering helps homeowners get closer to what they dream of. Their services consist of facilitating home assessments or advisory meetings that suit the needs of the individual homeowner. They work with real estate agents and impartial financial advisors located throughout Denmark.
A challenging industry
The realm of real estate can be difficult to navigate in the best of times. In the market of today, with growing inflation and interest rates, it can be a minefield! That’s where Dansk Boligvurdering comes in. An intermediary between consumers, real estate agents, and financial advisors, they facilitate meetings and help consumers choose the best solution for their situation.
Their KPIs are twofold: to activate their target audience and generate new, qualified leads.
“With Scratcher, we have the opportunity to create new angles where we can be more in line with our audience’s needs,” Karoline Lykke, communication manager at Dansk Boligvurdering explains. “So [our outreach] doesn’t all have to be about the housing calculator on our website, but can also be about other valuable information and offers.”
An interactive solution to engage visitors
Looking at the needs and common queries of Dansk Boligvurdering’s audience, the company used gamification to develop strategic, knowledge-sharing campaigns on a range of topics and consumer pain points.
In the case of their mortgage assessment campaign, the Quiz format fit their needs best to activate their audience and lead them towards conversion. Visitors were asked a series of questions related to their current mortgage, financial history, and future plans to determine their positioning and, with their results, were offered to book a meeting with a financial advisor. The campaign’s objective was to help visitors get the information they needed more efficiently from an authoritative source.
Karoline explains: “We experienced that the leads we got through [these campaigns] were warmer than what we otherwise collect.”
With gamification, Dansk Boligvurdering’s processing of leads is shorter than alternative methods of lead generation, as they can receive more detailed information on potential customers before contacting them, leading to a greater opportunity for conversion. There is also great value for both parties—visitors already have an interest in receiving advice and Dansk Boligvurdering is ready to facilitate this.
The number of always-on campaigns with intermittent promotion
High engagement from their target audience
From interested visitors to buying customers on top performing campaigns
With Scratcher, Dansk Boligvurdering focuses on activating potential clients with interactive, always-on campaigns. They’ve engaged over 20,000 participants across 30 active campaigns, with an average conversion of 20%. To reach their target audience, they employ paid ads on social media—often on an intermittent basis—as well as Facebook pixels and cookies.
As one of their top campaigns, the mortgage assessment quiz is a stand out with a conversion rate of over 70%! Karoline explains that this campaign’s success “was a mixture of topicality and, at the same time, having the chance to ask some questions that were very relevant, both in terms of how we can approach the customer and also in terms of tapping into the audience’s needs quite well.”
And another added bonus? With gamification, Dansk Boligvurdering “can [now] spread the ad budget a little wider on a few different ads with different angles, and this has caused the ad prices to fall. It’s been a great combination!”
Lessons to share
Karoline’s greatest advice is to tune into the needs of your audience. “It’s very much about identifying needs and having a good interaction between sales and marketing, so that you know exactly what your audience is looking for [and] can create targeted campaigns based on this.”
It’s important to remember that, with these insights, you also need to think outside of the box—beyond simple competitions or recognisable game formats. To convert at a high rate, find a relevant angle that adds value and build on gamification’s power of reciprocity.
“Remember to also continuously create new [interactive campaigns],” Karoline explains. “So that your audience constantly encounters new and different content that they can relate to and that arouses their curiosity.”