American Marketing Association
2023 Best Digital Marketing Campaign
Camelot Homes
Camelot Homes, founded and managed across three generations by the Hancock family, has provided the kind of personal consideration, attention to detail and luxurious, expert craftsmanship that distinguishes homes built by Camelot from all others on the market. Award-winning design and timeless elements are organically incorporated into every home, with a result that is wholly inspired by the clients they serve.
The Challenge
Camelot Homes, a 50 year staple in the Arizona luxury home market, was facing one of the most unpredictable home buying and selling markets in recent history. With sales fluctuating pre-pandemic, during the initial shock of the pandemic, through the home buying boom and now cooling of the home market, Camelot Homes was looking to find a multi-faceted partner who was able to develop a sustainable and predictable online lead generation program.
During our initial discussions, we were quick to land on a few mission critical objectives:
- Complete website redevelopment, cleaning up a legacy code base to improve site performance
- Complete website user experience overhaul to increase online lead rates
- Complete Search Engine Optimization implementation to drive organic luxury home search traffic
- Full-funnel paid media program blending print, billboard, programmatic display, paid social and paid search ads
- A real-time, fully visual reporting dashboard accessible to the full executive team to quickly gather insights
Services
- Website Development
- Search Engine Optimization
- Print & Billboard Advertising
- Programmatic Display Ads
- Facebook & Instagram Ads
- Google Search Ads
- Full-Funnel Reporting & Analysis
Strategy & Approach
Site Redevelopment
Camelot Homes had recently launched a new website built on WordPress. A review of the underlying architecture revealed areas for improvement which would drastically improve page load times, site responsiveness and overall visitor experience. However, the problems with the existing codebase were so deeply rooted in the site’s architecture, it was necessary to completely redevelop the underlying code. This greatly reduced page loading times through the consolidation of HTML, CSS and Javascript files, as well as the implementation of caching tools and a content delivery network.
Search Engine Optimization
Through an extensive analysis of prospective luxury home buyer search queries, search volume, keyword difficulty and average keyword rankings, we developed a list of high value keywords. Using these keywords, we implemented a site wide keyword optimization strategy which included full rewrites of page titles, meta descriptions, image file names and page headlines.
Foot Traffic Study
Using geofencing technology, we developed polygonal regions around each new home development, mapping the model home’s neighborhood. As prospective home buyers physically entered these regions to tour the model homes, we were able to track their mobile devices to learn their age, gender, income, where they work, where they live, where they shop and more. Utilizing this information to understand more about the luxury home buyer, we were able to focus our digital ad audience targeting, as well as retarget past model home foot traffic.
Full-Funnel Advertising
Leveraging the research from our foot traffic and search engine optimization research, we developed an annual media plan designed to reach potential luxury home buyers across a variety of mediums including luxury magazines such as Modern Luxury Scottsdale and Phoenix Home & Garden. In addition to our traditional advertising, we focused on our online lead acquisition strategy across all major online touch points including programmatic display ads, paid social media ads and paid search ads.
The Results
Using a timed release kicked off by the launch of the newly rebuilt website and search engine optimization implementation, our online lead strategy was the final piece, resulting in a sustainable and predictable luxury home buyer lead acquisition strategy.
28%
Increase in Website Sessions
37%
Increase in Organic Search Visitors
185%
Increase in Website Lead Rate
69%
Decrease in Website Cost Per Lead
