Results: Driving Targeted Traffic To A Homebuilder Community

performance level conceptual meter

In our recent post on strategy and tactics, this client example serves as a perfect illustration of when strategy and tactics come together to create conversions – which for the client, are interested homebuyers.

The goal was to increase the amount of interested homebuyer traffic to a new home development in a desirable community, competitive among builders.

The strategy was to create a unique message that would drive demographically-targeted traffic to a new community website.

The tactics included valenced messaging across multiple channels.

The results are evident, after just 14 days. When compared to the 14 days previous, it’s phenomenal, really.

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Check-out these key performance indicators (KPIs) by channel;

■ Referrals up 49%
■ Paid search traffic up 95%!
■ Display traffic up 32,900%!!!
■ Social traffic up 690%!!
■ Conversions: 4

New visits are up 80% for an overall traffic increase of more than 53%.

For some builders, every 4th conversion is a sold home. That would put this marketing effort in the 9,900% ROI bracket.

If you’re not getting results like this from your digital marketing efforts, why not start a conversation with us? You’ll be glad that you did.


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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