Client Background:
The client is a national home builder that is located in 15 states. Due to confidentiality we cannot disclose this builder, however they are a publicly traded company. They are headquartered in Phoenix Arizona and one of the top 5 home builders in America. From start to finish, they create a seamless and inspired home building experience for their home buyers because they understand that your home is the most important home we can build.
They approach each home with a discerning eye, ensuring we select locations and amenities that fit for their homebuyers’ lifestyles. They want their homes to be a place where buyers create a lifetime of lasting memories. With more than 100 years of experience building a lifetime of memories for their homebuyers, you can rest assured we’ll build the right home for you.
The Problem:
- In October of 2019, we were tasked with finding ways to reduce CPC (cost per conversion)
- We helped get a testing plan in place that was lead with conversion rate optimization in mind
- The team worked together in creating a cross channel strategy while implementing dynamic ad creation based on the community and type of homes the prospect was looking at
- Over the course of 12 month, we were able to reduce the cost per conversion by over 60% and more than double the conversion volume…..with 14% less budget
Pain Points
- Cost per lead was higher than they liked
- The leads that came in weren’t qualified
- In terms of channels, they didn’t know where they should allocate budget
The Solution
- Over the course of the year, our goal was to focus on conversion rate optimization and drive more conversions with less money
- Audience segmentation and personalized messaging was how we were going to do it
- We integrated Salesforce and their sales process into Google/Facebook and used their CRM segmentation
- We were able to identify what our client’s audience was interested in, which allowed us to produce more personalize creative
- Another big piece of the success has been ongoing testing of Google’s ad units
- More on testing, we created a testing plan that tested various tactics across the regions, which allowed us to find success quicker
- The success has been great while having less budget to work with
Action items we completed to solve pain points and complete scope of work:
- Segment audiences to create more personalized messaging
- Integrate into our client’s CRM to identify the hot prospects and use that list to run paid ads to
- Test, test, and test more when it comes to the audiences we were targeting, what we said to that audience, and what content we landed them on…..all this was A/B tested
The Results
- Conversions have improved by 241% over the 10 months engagement and went from 447 per month up to 1,526
- Reduce CPC by 72% over the 10 months engagement and went from $308 cost per conversion down to $84
