PALMETTO BUILDING GROUP

HIgh-Touch Client Service Results in 360% Increase in Leads

CLIENT INTRODUCTION

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.

01

THE CHALLENGE

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.

02

OUR APPROACH

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 Convert the website from an outdated Joomla implementation to an SEO friendly CMS (WordPress) that can easily be updated and managed.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.

03

WEBSITE & LANDING PAGE DEVELOPMENT

We jumped right in by implementing a new website CMS, integrating an API to automatically load available lots and homes for sale within MLS and improving overall site usability. 

SOCIAL MEDIA MANAGEMENT

Upon engagement, we immediately consolidated Palmetto’s social media presence by only focusing on Facebook. We determined that this was the channel that best reflected their target audience. We focused our efforts there and reached out to the audience that mattered the most.

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.

SEO and CONTENT MARKETING

To enhance organic traffic to Palmetto’s website, we developed organic and ever-green content by developing a blog within the site.

THE RESULTS

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.

300

Leads per Month

2500%

Increase on Digital Leads

200%

Increase on Social Engagement

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