Lead.ERA: Pioneering AI tool made ERA Portugal finalists in Real Estate Awards
ERA Portugal’s unique use of data and optimization of autotargeting technology made them finalists in the Real Estate Awards. Read more about their ad creation and automated targeting tool, Lead.ERA, which continues to deliver success in reaching and converting customers in the Portuguese real estate market.
Established in 1998, ERA is the first real estate network in Portugal. The brand is part of the world's largest real estate franchising company, present in over 33 countries. In Portugal, ERA has 203 agencies, 2,500 employees, and more than 50,000 properties in its portfolio. In 2022, ERA Portugal sold more than 10.400 properties.
Lead.ERA - Reduced average selling time by 62%
In 2021, digital marketing in the Portuguese ERA network became accessible to everyone with Lead.ERA technology, an ad creation and automated targeting tool developed by Marketer. It is fully integrated with ERA’s systems and adapted to the local reality of each agency with no need for local management. Marketer’s technology allows the creation of multiple ads with a single click, optimized for conversion, and with a coherent image across the country. In addition, Lead.ERA creates individual reports with metrics updated in real-time and prepared for swift sharing with the property owner.
Now, the success of reaching and converting customers is not dependent on local expertise but on the total volume of data and constant optimization of autotargeting technology. The results are even more relevant when compared to the main real estate portals, with an average of 40,000 views per campaign and 2,000 clicks which demonstrate a conversion rate of 5% (well above the industry average of 2% to 3%).
Properties that are promoted simultaneously on portals and via Lead.ERA have obtained more impressions and clicks through the latter. Also, CTR (click-through rate) from Lead.ERA campaigns has performed from 2 to 4 percentage points above CTR obtained from portals.
On average, the selling time for properties promoted with Lead.ERA is only 33 days, compared to an average of 86 days for usual processes without using this digital tool.
“The feedback from our agencies has been extremely positive. With Lead.ERA, we have been able to implement a consistent digital strategy across all locations, with great direct and measurable results, but we also felt an impact on social media engagement rates, local brand awareness, employee retention and overall customer satisfaction. This is, without a doubt, one of our major competitive advantages in the Portuguese mediation market.” Mariana Coimbra, Marketing Director for ERA Portugal.
Finalists in the category "Innovation in Mediation"
‘Expresso’, one of the most important newspapers in Portugal, and ‘SIC Notícias’ a news Television channel, organized the ‘Real Estate Awards’ for the fourth consecutive year (IV. Edição dos Prémios do Imobiliário).
This national contest rewards quality and innovation in the areas of real estate promotion and mediation during 2021, with 6 categories being considered, such as: Best development - New Construction, Urban Rehabilitation and Reconstruction, Public Space, Interior Architecture, Sustainability and Innovation in Mediation; in which the latter was the category where ERA Portugal was one of the strongest candidates participating with their digital marketing tool Lead.ERA.
The 2022 edition Awards received 55 applications and the winners were announced at a ceremony that took take place in Braga, a beautiful city in the far north of Portugal.
ERA Portugal was one of the four finalists in the category “Innovation in Mediation”, due to its unique digital marketing tool and being a pioneer in the use of big data and constant optimization of autotargeting technology.
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