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Lennar Homes
Lennar Homes is one of the nations largest home builders. The company is ranked 230th on the Fortune 500 as of 2018.
Lennar San Antonio has over 45 communities located throughout the greater San Antonio area including New Braunfels, Schertz, Converse, Cibolo and Bulverde. Home plans include single and two story homes priced from the $120s -$400s.
Understanding how competitive the new home build industry is, and knowing that leads were being lost to competitors, Lennar San Antonio needed a digital marketing strategy that would encompasses all marketing efforts that use an electronic device or the internet.
It needed to leverage digital channels such as search engines, social media, display ads, programmatic ads, email, and real estate listing websites to connect with current and prospective customers.
The Challenge
Lennar San Antonio's biggest challenge was competing against other builders who've dominated the market for decades, and have established their brand and digital marketing footprint.
In order to formulate the proper strategy, I started by performing an extensive keyword analysis of local and national high ranking keywords that were showing an upward search trend on Google.
The end result consisted of long-tailed, exact and phrase matched keywords that would drive quality, high converting traffic. Additionally, an extensive negative keyword list was built out to prevent low quality traffic from taking away from the Pay-Per-Click marketing budget.
Next, I analyzed Lennar San Antonio's historical data in Google Analytics as well as its competitors to establish and prioritize Lennar San Antonio's digital marketing objectives within their pre-defined budget:
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A high quality website with content that would increase organic search rankings overtime - and feed real estate listing sites.
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Robust Pay-Per-Click campaigns to capture consumers searching for branded, community specific and market keywords as well as retargeting efforts.
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Programmatic and real estate site ads with audience specific incentives targeting corridors within the greater San Antonio area.
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Facebook & Instagram ads that would brand home automation products, raise new community awareness, market price points, capture leads and target ones who've revisited the site.
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Consumer facing email campaigns with purchasing and employment based incentives, new community announcements, product features, home floorplan highlights and more.
The Results
Google Display Network (GDN) presence and cost per lead (CPL) were a concern. Previous strategy was not allowing for critical brand, community, and industry keywords to result in ads appearing. With the current strategy, GDN leads grew 78% with a 51% CPL decrease, and is the number one lead generator for the division.
With social media being such an influential medium, the division wanted to attract potential buyers, provide a branded home purchasing experience, and stand out in a competitive market.
Through the strategies previously shared, Facebook & Instagram leads increased by 90%, and cost per lead (CPL) decreased by 52%. Social ads are now the second-best lead generator.
Additionally, Lennar San Antonio's website received a creative and keyword optimization overhaul. Through the creation of custom community landing pages as well as photography and video additions, website metrics improved dramatically.
Website traffic increased by 57%, time spent on the site increased by 42%, the number of web pages visited increased by 47%, and bounce rate decreased by 66%.
These metrics have not only improved lead generation internally but have increased leads received from popular real estate sites as well.
