Working with Camelot Homes, we developed a predictable and scalable luxury home buyer acquisition strategy, blending offline and online tactics resulting in a 28% increase in website sessions, 37% increase in organic site visitors, 185% improvement in online lead rate, and 69% decrease in online cost-per-lead.
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:
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.
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.
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.
Increase in Website Sessions
Increase in Organic Search Visitors
Increase in Website Lead Rate
Decrease in Website Cost Per Lead