Strategy / Online marketing / Brand identity / Web development / Social media / Public relations
#From a local tool to the most popular nationwide real estate calculator
The online calculator Odhad-zdarma.cz can calculate the market price of a property as well as the optimal rental rate. You don’t need to enter contact information to get the result (‚So no requirement for an email or phone as a condition to see the result!‘).
What will you fall in love with?
A fast, intuitive, and reliable calculator – the result of thousands of hours of development by developers, analysts, estimators, and brokers. Reliability is ensured by a combination of multiple data sources. It is based on advertising prices, realized sales, and price maps from brokers, analysts, and property estimators. Moreover, artificial intelligence is behind it, which detects deviations and refines the results. In a matter of moments, it provides essential information for anyone looking to sell, buy, rent, or find a rental property.
„It looks like we’ve
fallen in love with the calculator,
haven’t we? Yes. Try it out
and let us know how you like it. ;-)”
What were the main challenges?
- PPC Campaigns: The real estate segment is highly competitive, with average click-through prices reaching hundreds of crowns.
- SEO (Search Engine Optimization): The calculator appeared on most key queries in search results on the 3rd to 4th page, making it practically invisible to users in organic results.
- Awareness and Credibility: People didn’t use the calculator much at that time simply because they didn’t know about it. Despite the founders‘ high expertise and a large amount of interesting data, there were almost no mentions of the project in the media.
- Analytics / Activity Evaluation: The initial analytics setup didn’t allow for proper evaluation of the impact of individual activities.
- User-Friendliness and Design: The calculator evolved, adding features that the original web design didn’t account for, and user data indicated a need for improvements in the user journey.
How did we handle the challenges?
- PPC campaigns: Ant-like work. Dozens to hundreds of hours of analysis and optimization. But we succeeded! Today, we’re getting conversions at a fraction of the average market click cost. How did we achieve this? We carefully examined everything that could impact conversions: individual keywords, days of the week, times of the day, location, interests, age, and much more. Although sometimes we had to rely on intuition and experience, we always verified everything with data.
- SEO (Search Engine Optimization): In a segment where click prices are in the hundreds, it’s worth focusing on search engine optimization. Today, organic (unpaid) traffic from search engines is a significant source of conversions. How did we do it? We focused on improving on-page (on-site) and off-page (off-site) factors step by step to enhance our rankings for key search queries. Today, Odhad-zdarma.cz consistently holds top positions.
- Awareness and credibility: PR and media relations services often face doubts regarding the challenging measurement of real impact. However, we link PR activities with digital marketing tools. As a result, Odhad-zdarma.cz began to appear in the media space, and at the same time, we managed to transfer this attention into measurable results (including an increase in conversions).
- Analytics / Activity Evaluation: One advantage of Odhad-zdarma.cz is that its founders have excellent intuition. Even before starting our collaboration, they were good at choosing the right direction. However, improving data handling and analysis allowed for even more efficient resource utilization and the proper allocation of investments into the most successful channels.
- User-Friendliness and Design: In 2022, we conducted a complete redesign of the website www.odhad-zdarma.cz. We paid significant attention to formulating the project’s requirements, data collection, and analysis of the older version of the website. We received detailed feedback from both lay and expert groups. We verified all suggestions and our thoughts using data. Based on that, we identified problems and challenges.
Just one month after launching the new version, we achieved higher conversion numbers with the same marketing budget, by tens of percent.
Collaboration in numbers:
The collaboration began, continuing to this day
- CZK 1.2 trillion
total value of appraised properties
increase in organic search traffic
increase in conversions
„Constantly fresh ideas, consistency in their implementation, adherence to agreements and deadlines. These, and much more, are the reasons why we have been working with #mdworks for a long time. We also see their stable team, which knows our company very well and can think through even the smallest details, as a huge advantage.“