Case Study: Custom Home Builder Website and Lead Generation

Case Study: Custom Home Builder Website and Lead Generation

David C. Bos Homes designs and builds luxury custom homes for primary residences and second homes along the West Michigan lakeshore and throughout West Michigan. In addition to developing residential communities, Bos Homes also builds on Lake Michigan and other stand-alone sites.

When David C. Bos Homes came to us, they were working with a large, expensive and unproductive agency in Grand Rapids. They had a website that was not mobile-responsive and did not provide any search engine exposure. To make matters worse, the existing website did not display their projects and developments well.

In order to ensure that the Bos Homes website was receiving the online visibility that they wanted, they first needed a website that adequately conveyed the beauty and luxury of the custom homes they were building. With our complete website overhaul and the addition of quality professional photos, the new website now accurately reflects the quality of work they do when designing and building a custom home.  

After the website overhaul, our digital marketing team was able to implement a comprehensive search engine strategy to improve Bos Homes’ standing in both paid and organic search results. Our website redesign, combined with our intuitive digital marketing best practices, converted website viewers to potential leads, and those leads converted into sales.

These new marketing strategies have transformed marketing and sales for this client. This is best represented by the significant amount of sales leads that we have generated and by the 175% growth rate the company saw as a result of our strategies.

The great thing about our digital marketing strategy? It’s proven. The results show that our practices, our SEO tactics, and our comprehensive optimization strategy really work. For custom home builders and residential developers looking to increase website traffic, sales leads and overall revenue, HA Digital Marketing has the marketing solution guaranteed to produce results.

 

case study: home builder sales leads
Digital Marketing Strategy That Delivered 3761 Leads

Digital Marketing Strategy That Delivered 3761 Leads

Here we are at the end of November. With the end of the calendar year quickly approaching, marketing decision makers are assessing how well they did in 2015 and starting the plan for 2016. At HADM, we’re analyzing how we provided value to our clients in 2015. We focus heavily on ROI for our digital and inbound marketing clients. That means delivering qualified traffic, engagement, conversions, leads and sales. So how did we do in 2015? Here is our tally of measured and converted leads so far:

Real Estate Development Leads: 2783

Professional Service Leads: 879

B2B Manufacturing Leads: 213

Total Leads Generated in 2015: 3761

*We still have a little over a month to go. Internet leads come in every day.

What is a lead?

In the B2B world, a lead can be defined as web form submissions. When a visitor asks a question or downloads a content offer, they are entering your sales process or “funnel.” If a visitor opts-in to your email news or likes your company page on Facebook or LinkedIn, they are opting-in to your marketing process. Each stage is extremely valuable. A sales lead may opt-in to your marketing and remain a prospect even if they don’t convert on the original cycle. And a prospect may graduate into a sales lead once they have found a trigger through email and social media.

How to plan and budget

How do you plan and budget to do more of this in 2016? The first place you should start is with goals and objectives. What is your sales goal? What is your revenue goal? When we look at where we’re going first, we can then draw a map and mission plan of how we will get there. Typically, businesses can plan on spending about 7% to 10% of their revenue on marketing. So, if you want to reach a sales goal of $1MM, you should be budgeting around $70,000 to $100,000 to get to that goal. While this isn’t always a hard, fast rule, it can be useful when planning.

Here is the essential point that most marketers don’t understand: What else are you going to spend your marketing dollars on that will place your product or service directly in front of an audience who is actively searching for it?  Tradeshows? Print? Direct Mail? None of these even come close. Digital and Inbound Marketing is the most efficient way to generate qualified traffic, prospects and leads.

So you want to implement Inbound Marketing to generate more prospects and leads in 2016? Awesome. Get in touch to have us help you with that. If you want to run some of your own calculations in order to determine your marketing budget, we can offer you our Digital Marketing Budget that produced all of the leads we generated in 2015.


2015 Marketing Budget that Produced 3761 leads



Do you want your real estate website to generate leads every day?

Do you want your real estate website to generate leads every day?

If you are a real estate developer or if you’re making marketing decisions for a real estate development, then you need to be generating leads in order to stay on track with your sales goals. Depending on your sales goals, you may need to generate leads every day.

Generating enough leads from your website and from digital marketing campaigns may seem intimidating, but it’s not really that hard. In fact, it’s pretty easy to do. In this article I will outline a few major changes which you can implement on your website that will open up your real estate development lead generation.

SITEPLAN & PRICING:

Let’s start with the most important update that you need to implement right now. This single, easy to implement change will probably double your lead generation metrics. It’s part of every real estate development website that we design and develop. Here is the simple change: Remove your siteplan and pricing information from the website. Place a small thumbnail of the siteplan on a landing page and require visitors to convert by submitting their information in order to download the siteplan and pricing. Everyone who is interested in your development wants this information. Why not qualify who’s serious and make them give you something for it?

DIRECTIONS & LOCATION MAP:

If you want your prospects to schedule appointments to tour your development with sales people, then you need to remove this information immediately. Instead of giving people a map to check out your development on their own, leverage this information to qualify your prospects by making them submit their information to schedule an appointment. This allows your sales staff to control the presentation from the beginning. You will lose drive-by traffic, but you will gain qualified leads.

PUBLISH LOCAL INFORMATION:

Local information about popular events and new attractions is the low hanging fruit of the long-tail SEO world. That same traffic also happens to be very well-aligned with real estate clients. Simply posting local information and resources on your website will help you be found in search engines and drive the necessary, local traffic to your website.

I have outlined just a few things you can do right away which will dramatically improve your real estate website’s lead conversion metrics. If you want to super-charge the results of these changes, try driving some paid search traffic to your website. If you want to transform your website into a conversion tool and generate leads every day, check out the offer below:



Lead Generation Tips, Tricks & Tools: DOWNLOAD FREE EBOOK