What was the scope of their involvement?
The initial contract was primarily focused on organic SEO. During my initial conversations with Chris and his team at Direction they pointed deficiencies within our digital marketing campaigns such as broken links, issues with mixed content, low text-HTML ratios, and overall website performance. I was blown away by the amount of time Direction spent reviewing our website.
During the first 30 days of our collaboration with Direction, we focused our efforts on correcting the deficiencies put in place by other web agencies we’d used in the past. They also implemented a blog for each community and added additional copy to the site which significantly increased our overall rankings.
We implemented AdWords campaigns for four of our 10 buildings, and we set performance goals. While our main goal was overall traffic generation and brand awareness, we also wanted to monitor how our site compared to our closest competitors. Not only was Direction was able to provide detailed reports showing overall site improvement, but they were also able to provide detailed ranking reports showing how our performance compared to our competitive set, and together based on this information we were able to make additional modifications to internet marketing campaigns to further improve rankings and overall results.
The results achieved within a very short period of time were amazing and about sixty-days into our initial agreement we engaged Direction to begin managing our social media platform, primarily Twitter, Facebook, and Instagram. This has been and will continue to be a very collaborative effort. Content for our social platform is determined by both Daro and Direction. Information is shared quickly and easily through Google docs and all postings completed by Direction are beautifully branded. We’ve seen a significant increase in the number of likes and followers on those platforms since Direction began managing our social media.
How did you come to work with Direction, Inc.?
I found Direction like most people find anything today…Google. Over the years I have worked with a number of advertising agencies who focus on digital marketing as well as print and branding, and while I have had great experiences with a number of these firms I wanted to establish a new relationship with a firm that did not specialize in multi-family. I wanted a fresh set of eyes and new ideas because I wanted our brand to stand out.
I bid the project out to four different companies, all of whom were highly qualified but chose to partner with Direction they had the most aggressive strategy for overall improvement., It’s sometimes very difficult to accept criticisms of your site, but if the goal is to improve and generate additional traffic, it’s important for owners and advertisers to take a hard look at themselves and see how they can do better.
Direction, Inc. was kind and polite, but they made it clear that we had a lot of work to do. We didn’t have a terrible site, but we didn’t have a great one either. We didn’t have a good presence, and we needed to improve many things. In the 18 years I have been in Property Management, I have never worked with a digital marketing agency which has been this results driven and is so passionate about their client’s success.
How much have you invested with them?
The cost of their work is $10,000–$50,000 a year. They weren't the least expensive, but they blew me out of the water with all the additional services they offered. The blog posting is part of my monthly fee, or don't have time to do in WordPress.
They go above and beyond companies that focus solely on SEO and AdWords. Those services are typically charged separately, but Direction does not do that.
What is the status of this engagement?
We started working with Direction in January 2018.