Business Overview

CB Richard Ellis (Thailand) Co., Ltd., or CBRE (Thailand), is an international real estate consultant firm that serves as the market leader, and the largest property services provider in Thailand.

CB Richard Ellis (Thailand) Co., Ltd., or CBRE (Thailand), is an international real estate consultant firm that serves as the market leader, and the largest property services provider in Thailand. The company offers a full range of property services including acquisition and disposals, property and facilities management and research, development consultancy and valuation. CBRE (Thailand) operates throughout regional markets including Cambodia, Laos, and Myanmar. Its website ( www.cbre.co.th ) functions as a source of property listings and services, plus a customer support channel for both local and international customers and prospects. The site is aimed at creating awareness and recognition toward CBRE (Thailand) among web visitors, to create a name recall whenever they think of buying, selling or leasing a property in Thailand.

The Challenge

In today’s booming property market, CBRE (Thailand) has realized the importance of online presence as a key factor to boost business competitiveness, since an increasing number of property-related enquiries and transactions are being done online. The lack of search engine visibility combined with no means of analyzing the existing traffic forced the company to take an aggressive step to heighten online competencies in order to draw higher traffic toward the website and convert site visitors into customers. The move is expected to keep CBRE (Thailand) in the forefront of the industry in terms of image, reputation and revenue.

Inetasia Solution

Having discussed its business challenges and demands with Inetasia – a leader in software development and web-based technology solutions – CBRE (Thailand) was advised to adopt its interactive marketing platform. Inetasia proposed ‘Site Manager’ – a powerful web-based knowledge manager for workflow automation, ‘Search Engine Optimization’ (SEO) – a suite of services to enhance and maintain online presence, and ‘Webtrends 7.5’ – the most intuitive and interactive web analytics solution.

By improving its design and utilizing ‘Site Manger’, CBRE’s website boasts not only a fresh look and feel, but also a user-friendly interface for both visitors and web administrators. Under the SEO platform, Inetasia’s expert team conducted keyword analysis and research in comparison with CBRE’s main competitors. This identified the most effective keywords to make CBRE’s By improving its design and utilizing ‘Site Manger’, CBRE’s website boasts not only a fresh look and feel, but also a user-friendly interface for both visitors and web administrators. Under the SEO platform, Inetasia’s expert team conducted keyword analysis and research in comparison with CBRE’s main competitors. This identified the most effective keywords to make CBRE’s website achieve greater search engine visibility, thus attracting higher traffic.

With Webtrends 7.5’s unparalleled web-analytics features – ranging from in-depth content and scenario analysis to audience segmentation – CBRE is able to effectively analyze incoming traffic and proactively respond to analytics results, in order to create the most competitive advantages to its overall operation.

Key Phrase Positioning

CB RICHARD ELLIS (THAILAND) now enjoys significantly higher Search Engine rankings, including numerous high-value keyphrases in the top positions on Google, Yahoo and MSN. Digital Marketing results within the first 5 months included:

• 317% increase in listings in the first position.
• 500% increase in listings in the top 5 positions.
• 138% increase in listings in the top 10 positions.
• 106% increase in listings in the top 20 positions.

Traffic

The increase in high rankings for targeted keyphrases has led to Search Engine referrals more than doubling, which has contributed to a significant rise in site traffic. Visitor statistics showed the following increases within the first 5 months:

• 42% increase in visits.
• 28% increase in visitors.
• 83% increase in page views.
• 160% increase in Search Engine referrals.

Technologies Applied

• Search Engine Registration
• Search Engine Optimization
• Paid Directories
• Press Release Submissions
• Web 2.0 Media Syndication
• Asian Webtrends Hosted Solution
• Monthly Summary Reports
• Internet Consulting

Results

The implementation of an integrated interactive marketing platform – to build, market, and analyze – has brought CBRE (Thailand) remarkable achievements that not only meet but exceed business objectives.

The powerful website management tool, ‘Site Manager,’ allows CBRE staff to easily and efficiently manage and control the website, modify text and images throughout, as well as update information of each property listing without the need for any programming knowledge. Website visitors, meanwhile, are able to quickly search for property listings using the advanced search technology, and conveniently submit an inquiry or request.

The implementation of the SEO together with a comprehensive link-building campaign has yielded an immediate return. CBRE (Thailand) now boasts high rankings on three major search engines: Google, Yahoo!, and MSN. As a result, the company tripled its web traffic within three months.

With Webtrends 7.5’s superior audience segmentation capabilities, CBRE can identify its most profitable visitor segments. Critical for a business operator who markets products and services internationally, Webtrends provides the ability to drill into geographical demographics to understand where the audience logs in from and what clickstream path is on the website, in order to identify specifically what information they want to see. With Webtrends, CBRE can easily see this information in one place, enabling it to understand how viewer interests from multiple locations differ.

CBRE’s marketing team now enjoys comprehensive reports and analysis by tracking customer interactions on its website. It can analyze incoming traffic, improve web content, and upgrade its portfolio by enhancing the category of property listings in accordance with the demands of prospects and customers. Webtrends 7.5 also paves the way for future expansion of the company’s online initiatives and other marketing efforts.