Palmetto Building Group is based on St. Simons Island, Georgia, and has been building homes there for more than 50 years. Their goal is to build homes that are high-quality at a variety of price points.
At the time Palmetto Group was working with a local creative agency supporting all their marketing needs. However their current inbound lead was not enough to drive consistent sales. So Palmetto Group had approached Chatter Buzz to help them generate marketing qualified leads (MQLs) for their Realtors, enabling them to connect to prospective buyers and set up appointments and ultimately 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.
After taking a fresh look at what they had done in the past and learned more about the area, Chatter Buzz took a fresh look at our strategies and goals, we focused on three key objectives:
1. Building 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 Convert the website from an outdated Joomla implementation to an SEO friendly CMS (WordPress) that can easily be updated and managed.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 utilizing organic campaign, paid advertising, content marketing , social reach and CRO.
4. Implement 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, interest, affiliations and brands they follow.
Palmetto Building Group reaped the benefits brought forth by Chatter Buzz integrated marketing campaign and received a boost in conversions that increased steadily while remaining below the CPA goal.
Conversions increased 373% and only a few weeks after our initial engagement, client sold 17 homes within one week. A record sale that they have not experienced in quite a long time.