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.