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Our results.
● Significantly enhanced brand authority within the competitive NYC real estate market.
● Successfully executed a high-profile industry awards show, boosting community engagement and media presence.
● Increased user engagement and search visibility through targeted UX improvements and SEO.
● Accelerated audience growth and lead generation via strategic paid media campaigns.
The Challenge.
Born from the most trusted B2B real estate platform in NYC, On-Line Residential (OLR), Linecity faced a unique challenge. With 26 years of industry-leading data and broker relationships, they had unmatched expertise. However, they needed to translate this B2B credibility into a compelling B2C marketplace that could attract and retain consumers—buyers and renters—in a notoriously crowded digital landscape dominated by venture-backed giants. Their key challenge was to elevate their brand presence, enhance their user experience for a consumer audience, and leverage keystone events like their Awards Show to solidify their position as the most powerful and honest real estate platform in New York.
TheSolution.
Splurge partnered with Linecity to execute a multi-channel marketing strategy designed to amplify their brand, engage their dual audience of consumers and agents, and drive platform growth. Our approach focused on highlighting their core differentiators—unparalleled data integrity and a broker-centric philosophy—while implementing targeted initiatives to increase visibility and user interaction.
Building a Platform for a New York City Audience:
- Website Design Enhancements / UX Improvements
While Linecity’s data was second to none, we focused on refining the user experience to make that information more accessible and engaging for a consumer audience. Our team implemented key UX improvements to streamline the search process, enhance property page layouts, and improve navigation across neighborhoods and buildings. These enhancements were designed to bring their tagline, "Find home. Discover happiness.™," to life by creating a more intuitive and satisfying user journey that effectively showcases the power of their platform.
- Search Engine Optimization (SEO)
To compete in the aggressive NYC real estate market, a strong organic presence is crucial. We developed and executed a robust SEO strategy focused on improving Linecity's visibility for high-value keywords related to NYC apartments for sale and rent. By optimizing their listings, neighborhood guides, and blog content, we leveraged their deep data authority to attract highly qualified organic traffic, connecting active home-seekers with the most accurate listings on the market.
- Event Management
The Linecity Awards Show is a cornerstone event for the NYC brokerage community. Splurge provided comprehensive event management support to ensure its success and maximize its marketing impact. This included designing a dedicated landing page, creating all promotional materials, managing a multi-channel email marketing campaign, and handling media relations. We also provided video editing services to create compelling content post-event, transforming the awards show into a powerful brand-building platform that celebrated their broker-centric values and reinforced Linecity's role as a leader in the industry.
- Paid Media
To accelerate growth and capture immediate market share, we ran strategic paid media campaigns across multiple channels. These campaigns were targeted at specific audience segments, including potential buyers, renters, and real estate agents in the NYC area. By promoting Linecity’s unique value proposition and driving traffic to key landing pages, we successfully increased brand awareness, user sign-ups, and lead generation for their partner agents.
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