ABIS

About the Client

ABIS (Australian Building Inspection Services) have provided Building and Pest Inspection for over 15 years.  With more than 40,000 happy customers ABIS have established a reputation as Brisbane and Southeast Queensland's biggest and most trusted name in the industry.

ABIS specialise in doing just one thing very well... Building and Pest Inspections! Unlike many of their competitors they do not offer termite treatments, building repairs or other property related services so there is absolutely no conflict of interest.  They follow a very disciplined and professional process and deliver the final report within 24 hours of the inspection!

Why did ABIS come to Aspedia?

The Building Inspection market is very competitive with very little differentiation between the products of the leading providers.  Price is most often used by many of the competitors as their USP (Unique Selling Proposition) but they nearly always deliver substandard services as they are committed to delivering a cheaper, not better, service.  Many competitors are not even insured in this cottage industry and leave their clients open to serious financial risk!

ABIS (Australian Building Inspection Services) came to Aspedia to develop an online strategy which would grow brand equity to support their higher price while increasing lead generation of qualified clients requiring a top quality service.  Their third aim was to reduce the cost of sale through implementation of online marketing strategies.

What did we do for ABIS?

Aspedia created a comprehensive online business strategy for ABIS which focused initially on increasing brand equity in their offering by building a website with excellent resources and content, and intuitive navigation enabling visitors to quickly access relevant content.

In addition, we developed strategic “call to action” elements and planned customer journeys to entice clients and engage them in the lead/sales funnel.  Visitors to the site include both B2B and B2C segments requiring thought to ensure each user group was supported.  This included a direct booking path for B2C clients and a value offering path for B2B offering real estate agent calculators and an information library.  As a result the new website now recognised as a valuable resource for the Real Estate industry.

Once usability issues had been resolved and the customer journeys proved to be successful we refocused our efforts on the development of improved audience development programs.  This included the implementation of SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) strategies.

What Results have they achieved?

As a result of implementing the above processes the website is now a 24/7 lead generation engine. From initial audience profiling through to generating 'warm' qualified leads the sales funnel has been constructed to make the most out of every visitor to the site.  Yet, constant refinement using split testing techniques is continuing to deliver small but consistent incremental gains.

After 9 months the website now generates 42% of all bookings for the ABIS business, up from 7% when Aspedia was initially engaged.  More importantly the cost of sale for these leads has dropped by over 30% during the term.  ABIS has now discontinued all Yellow Pages advertising to focus on the Aspedia Internet strategies and recently reallocated their entire annual channel management budget into this program as developing leads through the Aspedia Online Marketing program has proven to be more cost efficient than through Real Estate agents.

It is expected Internet marketing will soon grow to be 70% of the entire revenue of the ABIS business and will spearhead the ABIS launch into Sydney and Melbourne.