Social Boost
Combining Domain’s data and Meta’s reach to better connect vendors with high-intent home seekers
Client
Industry
Role
Project type
Domain
Real Estate / PropTech
Principal consultant
Product innovation
Service design
Product innovation
BML iterations
Strategic design
2024
Deep-dive avail.
001
Context
Social Boost originally launched in 2016 as a social media advertising product for homeowners to promote their homes for sale on Facebook.
These campaigns helped drive attention and engagement for listings and often had positive impacts on sale prices and the time taken to sell.
002
Challenges
(Emerging generation of tech-savvy homeowners)
By 2021 the Australian real estate social media landscape had evolved with the emergence of a new generation of homeowners, smarter targeting tools and an influx of digital solutions that catered to agents, agencies and homeowners.
(Under developed product trailing competition)
Despite initial momentum, Social Boost had experienced little innovation or development since its release leaving it inefficient, reliant on manual processes and still using out-of-the-box campaign targeting.
003
Opportunity
(Gaint ELT advocacy)
Before leadership were willing to ramp up investment in further developing Social Boost, the team needed to demonstrate real value and growth potential across a series of stage gates and targets.
(Establish Aus market dominance)
The opportunity was to modernise campaign performance and CX to match (and exceed) market trends, capture a larger share of the real estate social media advertising market and establish Social Boost as a reliable revenue stream for Domain.
004
Outcomes
(Exceeded FY22 targets)
+112% of our FY22 revenue targets
+80% attachment rate on relaunch
(Tripled FY23 targets)
• $7m revenue (3x prev. year result)
• 70% campaigns launched via All Listings contract
(Tripled FY23 targets)
• ROI of ad spend up +120%
• Backend efficiency improved by +80%
• Link Clicks up +111%
• Impressions increased +156%
005
Deliverables
After exceeding FY22 targets, we spent the next 2 years leveraging our commercial traction and user insights to strengthen the core product and double down on our UVP.
1 Machine Learning recommender model
2 New campaign reporting & insights
3 New product tiers with API integration
4 Vision for product design function and framework
5 Automated backend Salesforce processes
6 New tiered pricing model
Deep dive available.
Project overviews are intended to provide a snapshot of the work. Deep dives covering process, trade-offs and decision-making are available but require a bit more discretion. If you’re interested in seeing more, let’s set up a call and go explore the detail.
HMW work together?
0499 384 622
design@paulhajj.com