The New Home Company is a forward-thinking homebuilder that focuses on creating modern, thoughtfully designed residential communities across several U.S. states. Their communities are known for their architectural quality, sustainability, and customer-centric services.
When we started working with New Home Co., they were more regionally focused, with operations primarily in California and Arizona, along with some communities in Colorado and Washington. At the time, they had not yet entered the Texas or Oregon markets, which have since become major growth areas for the company.
Recognizing the need for a stronger digital presence, New Home Co. partnered with us to revamp their digital marketing strategy and elevate their brand experience. Despite their growth, they faced challenges with increased competition, the shift toward digital homebuying trends, and the need to improve SEO and customer engagement. Our collaboration has focused on addressing these hurdles, with a specific emphasis on delivering personalized, digital-first interactions for a more seamless customer experience.
Social Media Strategy
For New Home Co.’s social media, we implemented a multi-pronged strategy aimed at increasing engagement, brand awareness, and lead generation. Our approach was built around three key pillars: content diversification, targeted advertising, and community engagement.
We created a balanced mix of visually compelling posts that highlighted New Home Co.'s communities, homes, and the lifestyle they offer. On Instagram, we focused on producing high-quality video tours and virtual walkthroughs, enabling potential buyers to explore properties remotely. Facebook became the platform for showcasing customer testimonials and stories, emphasizing the personalization options and community benefits within New Home Co.’s properties. Additionally, educational content about homebuying tips, sustainability features, and the EVO Home Tech package was shared across platforms to build trust and establish the brand as an industry thought leader.
We employed a data-driven approach to boost reach and lead generation through targeted advertising. Geo-targeted ads were launched across key markets like Arizona, Texas, and California, ensuring that we reached homebuyers in relevant areas. Lookalike audiences were developed from New Home Co.’s existing customer base, allowing us to target individuals with similar profiles who were likely to engage. Additionally, seasonal and incentive-based campaigns were promoted, offering special incentives for first-time buyers and community heroes during peak buying seasons to encourage higher conversion rates.
Community engagement played a vital role in our social media strategy. On both Instagram and Facebook, we ensured swift responses to comments and direct messages, building a more interactive and trustworthy connection with potential buyers. We also amplified user-generated content, encouraging current homeowners to share their experiences within New Home Co.'s communities. These posts were regularly featured, adding authenticity and fostering a stronger sense of community on the brand's social platforms.
Each social media platform had a distinct strategy. Instagram focused on visual content like virtual tours and design inspiration, while Facebook emphasized community-driven posts and local event promotions for new developments. LinkedIn allowed us to engage with industry professionals and highlight New Home Co.'s innovation in homebuilding. This platform-specific approach allowed us to maximize engagement and tailor messaging to different audience segments while maintaining brand consistency.
Results
Our strategy resulted in a 35% increase in overall engagement across social media platforms, with a 40% growth in followers. Website traffic driven by social media increased by 28%, with notable improvements in direct inquiries and leads. This comprehensive social media overhaul not only boosted New Home Co.'s digital presence but also strengthened their connection with potential buyers, enhancing brand awareness and engagement in key markets.
Google Campaigns Strategy
We focused on maximizing visibility and driving high-quality traffic to their website. Our approach involved using targeted keywords related to home buying, specific community locations, and features like the EVO Home Tech package. We implemented a combination of search and display ads, ensuring New Home Co. appeared at key moments when potential buyers were searching for new homes online. Additionally, we utilized remarketing techniques to re-engage visitors who had previously explored their site but hadn’t converted.
The impressive results
We saw a significant increase in qualified leads, with conversion rates improving by 20%. Click-through rates (CTR) also increased by 25%, thanks to highly relevant ad copy and well-optimized landing pages tailored to specific user intents. This led to a higher return on ad spend (ROAS), improving overall marketing efficiency while reaching a broader, more targeted audience.
Agents Tailored Marketing Collateral
When developing marketing collaterals to support New Home Co.’s sales agents, our strategy was centered around two key principles: creating resources that align with the company’s brand while ensuring the materials were practical and valuable to those on the frontlines. We understood that while marketing often drives the creation of these tools, it’s the sales agents who rely on them daily to engage potential buyers and close deals.
Our approach involved close collaboration and active listening to the sales teams to gather direct feedback on what they needed most.
Old Website
Traditional Design with Limited Engagement
The old New Home Co. website had a more traditional design, focusing heavily on static images, banners, and regional promotions for areas. While it presented key information, the site lacked modern interactive features. Community engagement was limited to photos and testimonials, with minimal dynamic content or interactive tools. The lead generation form was basic, providing little beyond contact information collection, and the overall navigation, while functional, was not as user-friendly as it could be by today’s standards.
New Website
Modern, Interactive, and CRM-Integrated
The new website marks a significant upgrade, still built on WordPress for greater flexibility and ease of updates. We integrated Hotjar to track user behavior and optimize the user experience based on real-time insights, improving engagement across the site. Additionally, the site now features interactive tools like virtual tours, better search functionality, and dynamic content that highlights the lifestyle within their communities. We also integrated their Lasso CRM, enabling seamless lead management and a more cohesive customer journey. This new setup has significantly improved the overall user experience, making it more intuitive, engaging, and aligned with the company’s growth objectives.
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