At the onset of 2019, The Villages of SteepleChase had a mission: to sell more homes than the year before.
If you can relate, it’s probably because it’s something nearly every homebuilder or land developer has aimed to do since the beginning of time. And much like most communities, we knew that generating digital leads was an important part of fueling the sales funnel and getting them closer to that goal. Here’s how our latest marketing strategy and ad campaign for this master-planned community is helping them achieve that.
A Unique Experience for Every Buyer Profile
Perhaps the most unique aspect of this Southern Maryland community is that there really is something for everyone. Whether you’re a first-time homebuyer looking to own an affordable home, a growing family searching for more space, or even an empty-nester seeking low-maintenance, lock-and-leave convenience, you’ll find it there.
But even if SteepleChase offers a one-size-fits-all unique selling proposition (USP) for consumers, a one-size-fits-all advertising campaign wasn’t the way to go. Instead, we tailored unique experiences for each buyer profile because the wants, needs and pain points actually varied considerably from one group of people to another.
Sure, all of SteepleChase’s potential homebuyers were in search of a beautiful new construction home in a great location. But while first-time buyers would be more attracted to a “$0 down” message, empty-nesters would be more inclined to check out the community’s main-level living options. To accommodate these vastly different messages, we built a set of buyer-profile-specific landing pages — each with its own messaging, imagery and calls to action (CTAs) that we felt would resonate most with its intended audience.
Designed to promote the community and make it as easy as possible for SteepleChase’s sales team to capture new leads, these landing pages were developed in a mobile-first context and took most of the friction out of the conversion process.
A Plethora of Content
The approach we took with tailoring each landing page for each of the key buyer profiles was mirrored in our campaign concept.
At the initial rollout of the campaign, we deployed more than 70 Facebook ads, nearly 120 banner ads and over 30 paid search iterations, plus a handful of other video ads, emails and listings. Each ad unit was crafted to reflect the distinct USPs and CTAs that were featured on the landing pages and matched accordingly.
This approach is perfectly suited for the age of the algorithm and programmatic advertising. We knew that not every single message or image would resonate every single time, but the sheer amount of content would ensure the ad platforms we utilized always had something to optimize.
Ultimately, more landing pages, more ad variations and more audience segments are great in theory, but does it work when you put it all together?
For comparison, we measured the effectiveness of this ongoing campaign against the 2018 spring marketing campaign we conducted for The Villages of SteepleChase. As of the publishing date of this blog, here were the results (all percentages are YoY):
- A 277% increase in ad spend resulted in a 396% increase in total conversions (website registrations)
- A 37% improvement in the overall website conversion rate
- A 24% decrease in the average cost per lead on The Villages of SteepleChase website
Although shifting market conditions and consumer sentiment can always have an impact on year-over-year comparisons, it’s clear that 2019 is already on the right track for SteepleChase.
The fact that this community embraced a more personalized approach in its marketing has set it up for a fruitful year ahead. By making an investment in personalization and detailed audience segmentation, the community took a more difficult path to be sure. But in doing so, it has a campaign and a digital presence that’s ready to resonate with wants and needs of its potential customers, regardless of who they are. And at the end of the day, that’s the only way to sell more homes.
Want to see what else our team has whipped up to market new home communities and real estate developments across the country? Be sure to check out our Showcase section on our blog, or get in touch with us if you want to learn more about how we can help you generate new leads for your business.