User Touch-points Making Complicated Decisions, Simplified

Along with the Automotive category, its difficult to place prominence on one ‘Case Study’ here, as we practically cut our teeth in the Residential RE industry - there was just so much room for improvement/disruption. For this segment, we will talk about that disruption, and how we’ve implemented effective strategies for larger, nationwide (US), builder groups and developers, regional, and even SMB local builders and developers. What makes Residential RE so relevant to the CRE8 service offering, is that there are so many data touchpoints to aggregate for the typical end-user (home buyer). We can segment high-level communication platforms first, and tailor messaging/technology platforms further to low-funnel ‘conversion-minded’ users. Like Automotive, it is both a long and short term play, as the typical user buying cycle could be weeks, or months before they pull the trigger.

Residential Real Estate is unique, however, in that with every home buying user experience, whether first-time buyer, last, or any in between - it's one of the biggest (if not, THE biggest) financial decision of one's life. It is a competitive landscape, which demands a user experience that is clear, concise and seamless, across all touch-points.

Our approach to Residential Real Estate is unique to the brand/business, but usually it revolves around one thing: Voice. The strategy is all built within the client budget, but the fundamental difference between most builder/developer groups is that they’re all saying the same thing. When creating a unique brand voice, it’s important to keep messaging consistent, while honing in what truly makes each builder different, and from there, we hit the ground running with an omni-channel strategy. Market conditions are very dynamic within Residential, as weather, interest rates, market and material economic factors are ever-changing. Even development/project ‘Starts’ can potentially throw off a consumer buying cycle for months, so it’s important that our programs can all shift accordingly, on the fly.

A recent marketing endeavor involved a nationwide Residential builder that had multi-market projects in the Southeast and Midwest (US). The product and consumer was completely different in each market, so the brand position had to remain consistent, but appeal to both segments. Our strategy included the development of a fully responsive website, with back-end CMS capability to change specialty products pricing upon the need. Custom FMLS feed development was also implemented to the site, as another segment of product was Realtor-driven. The custom feed was integrated within the CMS, as well, to offer custom functions per market. In addition to the website component, a fully integrated marketing and sales program was initiated for each market by way of online channels, to offline. For promotions, digital programs pointed to custom landing pages, that collected all data and user touch points, then aggregated to formulate ROI on marketing spend. Sales increased month-over-month, and year-over-year consecutively, which inevitably led to increased market share across the country.

We worked with this client up until a large public acquisition by DR Horton.

Scope of Service:

• SaaS Custom Systems
• Custom Content Management Systems
• Custom Listing-based API Development
• Digital Marketing
• Creative Development/Brand ID
• Search Engine Optimization
• Custom Realtor Campaign Development/Deployment
• Custom Home Buyer Campaign Development
• Loyalty Programs
• Responsive Website Development
• Market/Competitive Analysis
• Video Marketing/Production
• Paid Search (PPC): Google Adwords/Bing Ads
• Social Media Targeted Advertising
• Targeted/Programmatic Display Advertising
• Lead Generation Strategies
• Email Marketing
• Print
• Reporting