Case Study:

Custom home builder

THE CHALLENGE

The client had previously run an SEO (search engine optimization) campaign, SEM (search engine marketing) campaign, and branding ads on cleveland.com that drove a higher amount of traffic. But their Google Analytics revealed that their on-page engagement was very low, users were bouncing off the page almost instantly. The client was also interested in very targeted ads on both an overall company-wide campaign, and to promote their individual communities.

The Goals

  • Establishment as a thought leader in the real estate industry and as a home builder
  • Remaining competitive with other local home builders, as well as National home builders
  • Improving Google Analytics engagement numbers
  • Increasing the number of raw clicks to site, and increasing CTRs (click-through rate) to meet or exceed industry benchmarks, when available

THE MARKETING STRATEGY

  • SEO and SEM for continued strong results.
  • Content marketing to establish thought leadership.
  • Social media targeting specific audiences, messages for individual communities, and a content calendar were streamlined and optimized to deliver strong results on a limited budget.
  • Consistent branding message for RRM (responsive rich media)
  • A creative approach was taken to target using the client’s Google Analytics data which increased the CTR (click-through rate) to above the standard benchmark for RRM.

THE RESULTS

50%

INCREASE IN PERFORMANCE WITH AUDIENCE TARGETING (RRM).

53%

INCREASE IN SITE TRAFFIC FROM PAID FACEBOOK ADS AND IMPROVED PERFORMANCE BY OVER 100%.

53.46%

DECREASE IN BOUNCE RATE FROM 95% AND AN INCREASE IN ON PAGE ENGAGEMENT BY 100%.

86%

INCREASE IN TOTAL VISITS TO WEBSITE AND A 24% INCREASE IN ORGANIC VISITS.

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