After shifting from short-term ad spend to a content-driven funnel, Crockers saw a surge in quality leads and stronger brand awareness. Their sales team now converts more business with ease - proof that patience and strategy pay off.
Intro
For over 50 years, Crockers Property Group has been a trusted name in New Zealand property management and body corporate services. With sub-brands like Oxygen Property Management, their reach extends across the North Island, dominating regions such as Hawke’s Bay and Wellington.
But even strong market leaders face hidden challenges. Despite their size and history, Crockers’ marketing approach was fragmented: Google Meta Ads here, a bit of Facebook there, but no clear funnel or long-term strategy.
Shanon Aitken, General Manager of Marketing & New Business, knew it was time for change.
“We were doing digital marketing, but without a real plan. No funnel, no direction. We needed clarity and a roadmap.”
- Shanon Aitken
The Challenge
For years, Crockers relied on incremental spend to lift leads - increase the budget, get a few more enquiries. But the quality wasn’t improving, and the brand story wasn’t reaching potential clients in a meaningful way.
Shanon’s team wanted to shift from transactional, budget-led marketing to a strategy built on content, brand awareness, and long-term funnels. But making that transition came with hurdles:
- An initial six months with no noticeable improvement, testing their decisions.
- The temptation to divert spend to bottom-of-funnel tactics when early results were slow.
- Internal pressure to prove ROI quickly, despite knowing brand work takes time
The Solution
Crockers partnered with Insight Online to build a content-driven funnel from the ground up. Together they:
- Designed a content strategy - ebooks, video content, and thought-leadership pieces.
- Optimised campaigns - Google Ads, YouTube Ads, Meta Ads and SEO all aligned within the new funnel.
- Built patience into the process - resisting the urge to shift funds prematurely.
- Guided a website transition - ensuring SEO and analytics carried across seamlessly to a new website, but with improved conversion optimisation and UX.
The Insight Online team led by Kim, with key input from James and David - earned the trust of Crockers and even impressed external partners:
“Our new web developers gave incredible feedback on how knowledgeable Insight Online’s team were. That reinforced we'd chosen the right partner.”
- Shanon Aitken
The Results
- Marked increase in lead volume after 12 months, continuing to grow year-on-year.
- Significant improvement in lead quality - prospects now arrive familiar with the Crockers brand and services.
- Easier conversions for sales team, thanks to stronger brand recognition.
- Shift from paid dependency to organic strength - organic leads and awareness now play a major role in growth
Summary
By committing to a long-term content strategy and trusting the process, Crockers transformed how they attract and convert clients. Today, they’re not just one of New Zealand’s largest property management companies - they’re also a brand recognised for leadership, trust, and expertise in their industry.
Behind that transformation was a true partnership. Insight Online provided the clarity, expertise, and patience Crockers needed to stay on course, shifting from short-term fixes to sustainable growth. From strategy through to execution, Insight’s team became an extension of Crockers’ own marketing function - guiding, educating, and delivering results every step of the way.
“The difference now is huge. Not only are we getting more leads, but they’re the right kind of leads. People come to us already aware of who we are and what we do, which makes converting them so much easier.”
- Shanon Aitken
