CLIENT INTRODUCTION
Palmetto Building Group is based on St. Simons Island, Georgia, and has been building homes for more than 50 years. Their goal is to build homes that are high-quality at a variety of price points.
THE CHALLENGE
At the time, Palmetto Group was working with a local creative agency that supported all of their marketing needs. However, their current inbound lead was not enough to drive consistent sales. So Palmetto Group approached Chatter Buzz to help them generate marketing qualified leads (MQLs) for their Realtors, which would enable them to connect to more prospective buyers, set up new appointments, and ultimately achieve more sales.
Palmetto also wanted us to update and improve their website so they could internally access the most recent, up-to-date listing from the MLS and provide better sales conversions.
OUR APPROACH
After taking a fresh look at what they had done in the past, Chatter Buzz decided to focus on 3 key objectives:
1. Build a custom process with a fresh team and scalable strategies.
2. Convert the website from an outdated Joomla implementation to an SEO-friendly CMS (WordPress) that can easily be updated and managed.
3. Implement an integrated marketing strategy that utilizes organic campaign, paid advertising, content marketing, social reach, and CRO.
4. Create a Customer Relationship Management (CRM) plan that enables them to manage, track and nurture leads.
PAID ADVERTISING (SOCIAL & GOOGLE)
Chatter Buzz delved into cost-effective ways to impact our goals: lower CPL and increase leads. The average real estate industry cost per lead is ~ $50 and from our campaign above, we were able to achieve ~$7 per lead.
We created brand new campaigns via Google Adwords, Bing, and Facebook Ads with detailed segmentation based on keyword matches, local and out-of-state locations, day and time-parting, behaviors, interests, affiliations, and brands they follow.
THE RESULTS
Palmetto Building Group reaped the benefits brought forth by the Chatter Buzz integrated marketing campaign and received a boost in conversions that increased steadily while remaining below the CPA goal.
Conversions increased by 373%! And within only a few weeks after our initial engagement, the client sold 17 homes within one week. A record sale that they hadn’t experienced in quite a long time.