The James Agency
Client: Thomas Title
Category: Strategic Communications | Marketing/Promotion Campaign | 103c. Digital Marketing
Thomas Title & Escrow is one of Arizona’s leading title firms, offering customized solutions to secure high-liability residential and commercial transactions on a national scale. The real estate market has shifted dramatically and remains tumultuous; therefore, the client asked TJA to support their goals for stability, gaining market share and financial growth. TJA introduced an omnichannel content marketing campaign to build brand awareness and demonstrate thought leadership.
Campaign effectiveness is best demonstrated in their Title Talk results to their LinkedIn account. The Thomas Title Talk is a video series by Dustin Gaskey, President of Thomas Title & Escrow, which discusses commercial real estate market conditions, major title updates and industry projections. This series has positively influenced Thomas Title’s LinkedIn performance. The first post captured an 8% click-through rate and a 14.56% engagement rate. (By industry standards, a 2% LinkedIn engagement rate is considered “good,” while anything above 2% is “great.”) This contributed to an awareness and engagement metrics boost across Thomas Title’s account, but most notably drove traffic to their website. Website users from organic social increased by 266.67% and the bounce rate improved to 40.82%, which is considered excellent for a website. This series has turned into an ongoing content strategy and continues to broaden its digital reach. Thomas Title is in an industry where business is closed through “handshake deals,” so the quantitative impact is measured through the success of the entire operation. Our content strategy expands beyond LinkedIn to paid social, website, email management and public relations.
Social Media: Natalia De la Peña
Production: Jillian Green
Account Management: Garrett Frierson
Project Management: Marin Kusaku