It’s a common occurrence for housebuilders: many visitors to their website are “just browsing” or at the very start of their research journey to find their next property. While there is very little that can be done about speeding up their decision-making process, it does mean that the vast use of PPC campaigns and other media spend to drive website traffic can result in significantly wasted budgets.
Marketing spend wastage is a persistent challenge for housebuilders. But across the board, housebuilders could be spending far fewer pounds and getting more out of their expenditure. Said differently, you could be spending ad pounds more intelligently in digital to increase ROI and create a more consistent return on ad spend.
The issue of wastage
While you may have some clicks on the website, the numbers don’t always equate to conversions, especially when dealing with sales. Sure, some of them are home buyers early on in their journey or those researching new homes for sale, but these investigative PPC ads and clicks don’t translate into more sales. And even if that spend isn’t entirely wasted, it tends to be unattributable – which means you still don’t really know what’s working and why.
Across each industry, there is ad budget wastage when targeting the wrong customers and a poorly optimised website. There’s also time, effort and money wasted on:
- Graphic design
- Content development
- Email marketing
- Product creation and promotion
- Etc
Across the board, marketers could be spending less money and getting the same – if not more – levels of business outcomes.
The key to solving marketing spend optimisation
It’s common for marketing teams to be so busy that they don’t have enough time in the day to do everything, including analysing marketing spend and gaps.
However, thinking about it pays off.
How can you use your marketing spend more effectively?
Firstly, you need:
A lead magnet
Lead magnets, such as calculators and AVM tools are used by the consumer and are found useful. Implementing these tools on your website tends to lead to high engagement and ultimately, increased engagement with nurture programmes. The user’s data can be captured and harnessed in your nurture campaigns and included in your CRM.
Optimise spend to generate budget-qualified leads
With intelligent tools on your website, you then get to trim away the wastage that isn’t directly impacting your business’s brand awareness or creating leads. Tools, such as our Budget Calculator, increase budget-qualified leads for your sales team, so you can optimise advertising spend to drive increased levels of traffic to the website to ensure maximum ROI on PPC spend.
Our Budget Calculator tool hits these two points. It’s a lead magnet that attracts and generates budget-qualified leads that have a budget to suit your plots. That means more proceedable leads are generated so the team can focus their time and communications to the right home buyers.
Case study: Increased web traffic, increase leads, increased leads that can afford plots
Working with housebuilders in the UK, we have seen incredible results when implementing one or more of our tools. For example, with the Budget Calculator, it’s a tool that calculates the user’s budget and how much they can afford to spend on a new home. They are then directed to the housebuilder’s plots that they can afford to buy.
The in-budget leads are then sent to the housebuilder’s sales team so that they can have more quality conversations with motivated buyers. This has led to a significant uptick in sales and a steady pipeline of leads for the housebuilder to pull from.
Get started
By making adjustments in your existing marketing budget to support lead magnet tools to meet consumers’ online expectations, you’ll be well-positioned to spread awareness, fill your pipeline and sell homes profitably.
To get started on the latest tools that deliver you more leads, contact us today for a free demo.
