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
Due to the global pandemic, Camelot Homes was facing one of the largest recessions in modern history. Not only was the economy struggling, due to social distancing measures, home builders across the country were faced with declining foot traffic, model home tours and longer purchase cycles.
During our initial discussions, we were quick to land on a few simple objectives:
Foot Traffic Study
Using geofencing technology, we drew a polygon region around each new home development. As prospective home buyers physically entered these regions, we acquired their mobile devices to learn their age, gender, income, where they work, where they live, where else they shop and more. This information allowed us to hone our ad targeting to the top performing demographics and zip-codes.
Site Improvements
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. We 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.
Google Search Ads
Leveraging the research from our foot traffic and search engine optimization research, we were did a complete rebuild of the Google Search Ads account. Through this rebuild we focused on incremental leads by targeting primarily non-branded keyword searches, focused on our top performing zip-codes, ages, genders, household incomes and in-market audience segments.
A 6-month, year-over-year review of website performance.
28%
Website Traffic
a 28% year-over-year increase in total website sessions measured over a 6-month period
37%
Organic Traffic
a 37% year-over-year increase in total organic search engine visitors measured over a 6-month period
185%
Website Lead Rate
a 185% year-over-year increase in website lead conversion rate from all traffic sources measured over a 6-month period
264%
Website Lead Volume
a 264% year-over-year increase in total website lead volume measured over a 6-month period
28%
PPC Lead Volume
a 28% year-over-year increase in total paid search (PPC) leads - with 60% less ad spend - measured over a 6-month period
69%
Cost Per Lead
a 69% year-over-year decrease in paid search (PPC) lead acquisition cost measured over a 6-month period
