National Home Builder Generated $250 Million for Struggling Division through Robust Digital and SEO Campaign

Objective

The client was seeking a solution to help meet sales goals across their 30+ new home communities, particularly within the one struggling the most. Although the client had been utilizing digital marketing in an attempt to achieve their sales goals, they were unhappy with the performance of their current advertising strategy.

Strategy & solutions

• Our team created a customized, strategic, and data-driven full-funnel advertising plan and included programmatic display & Device ID as top-to-mid-funnel touchpoints. The behavioral and demographic targeting used was specific and granular to reflect each individual community that was not only in-market for real estate but also met household income qualifiers required to purchase a home in various communities.
• We increased efficiency and grew qualified lead volume as a lower-funnel tactic by restructuring the client’s Paid Search account to deploy an optimal strategy to lower CPA and drive higher quality leads for all communities and optimizing Local SEO listings.
• To meet the client’s objective of focusing efforts on the community struggling the most to meet sales goals, we also recommended a specific plan to drive sales to meet projections. Our team worked with the client to optimize brand messaging and build and deploy creative assets to better resonate with the ideal target audience.
• A key part of our advertising strategy was to continually optimize each part of the campaign over time, including specific tactics, targeting, and budget allocation, in response to reporting we generated.
• Within seven months of onboarding, the client sold out of three-quarters of products within the community struggling the most.
• The division was named #1 in sales and marketing metrics in the nation for the year, identifying our team as the largest contributor to their success.