Home Builder, Community Developer
Digital channels play a large role in the homebuyer journey, and we aimed to maximize opportunities at each touchpoint in Brookfield Residential’s sales funnel. This required a whole lot of understanding and empathy when it came to homebuyers and their path through a sometimes daunting process.https://www.brookfieldresidential.com
Developing better leads
Brookfield Residential Properties (BRP) is a leading North American land developer and homebuilder in 13 major markets. The homebuyer journey is long, complex and seasonal. Our challenge was to continuously ‘fill the funnel’ of awareness and quality sales leads via their digital properties.
Getting into the heads of homebuyers
We started, naturally, with detailed homebuyer journeys to inform a Program Plan that aligned with BRP’s business objectives and was a tactical roadmap to evolve their digital properties. It addressed content development and distribution, SEO, SEM, paid ads, organic social media and measurement.
We created content to guide homebuyers through the complexities of new home purchase and build, and inspired them to choose a BRP property. Measurement incorporated digital analytics and ad data with CRM and sales data. We also collected in-person traffic data and made campaign adjustments based on real results.
Virtual traffic and real leads
Despite disruption to business and budgets due to COVID-19, in Q1 and Q2 we’ve helped grow traffic to Community websites by 14% (Calgary) and 25% (Edmonton) compared to the same period in 2019. Online leads for Brookfield’s Communities have grown exponentially, and lead form conversion rate has improved by over 1,500%.