Effective Spend Case Study:
Paid Search & Social Strategies for a Market Disruptor

BACKGROUND:
Swivel is an Austin-based tech company that provides agile workspaces to start-ups, fast-growing companies and established businesses setting up additional office space.

 

Swivel was looking to disrupt the overly crowded commercial real estate market. They recognized that growing tech companies were struggling to afford expensive and restrictive 5 to 10-year leases. Acting as an online workspace marketplace, Swivel connects high-growth companies with progressive landlords that offer flexible, short-term contracts. Additionally, Swivel minimizes friction in the set-up process by providing clients with office outfitting options.

 

After a strong start in Austin, Swivel came to Effective Spend to help drive its expansion in Austin, Dallas and other new markets throughout the US.

CHALLENGE
When it comes to paid search, commercial real estate keywords are particularly competitive. Swivel was faced with a very crowded SERP, keywords with ambiguous searcher intent and very high cost per click. Furthermore, Swivel was serving up an innovative solution to a market that was largely unaware of this new way of office leasing. This presented challenges in search marketing, which is typically most efficient when customers know what they’re looking for and share a common language around how to search for it.

 

Effective Spend’s challenge was to identify the most effective digital marketing strategy to drive high quality leads for Swivel while keeping cost per lead in line with profit goals.

 

SOLUTION
Since Swivel was a new concept in commercial real estate, the Effective Spend team couldn’t rely on highly relevant, longtail queries—there just wasn’t anyone searching for Swivel’s specific offering. The team implemented a comprehensive digital marketing strategy: driving high lead volume with paid search while growing brand awareness with paid social.

“We’ve been really happy with our account team and the outcomes Effective Spend has helped us produce.”

-Tabrez Syed, Swivel Co-Founder & VP, Product Strategy

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