Lombardo Homes Drives Sales Turnaround with Audience Town's Data Insights

Renowned homebuilder, Lombardo Homes, faced a critical challenge when sales for one of their key communities lagged despite steady website traffic.

Suspecting a deeper issue, their marketing team partnered with Audience Town to uncover the root cause.

What they discovered reshaped their approach, leading to a remarkable turnaround. This case study dives into how data-driven insights unlocked new opportunities and empowered Lombardo Home.

The challenge

Key market hurdle

Lombardo Homes, a leading home builder who specializes in building new homes to fit any lifestyle renowned, faced a significant hurdle in one of their key markets. Despite steady website traffic, sales for a specific community were sluggish. The sales team grew increasingly frustrated with the lead quality and slow sales, and the executive team sought answers.

Melissa Cervin, Lombardo’s VP of Marketing, suspected the issue lay in a misalignment between the price point of available homes and the financial profiles of potential buyers. Unfortunately, without concrete data, her theory remained unproven—until Audience Town stepped in.

The solution

Real-time audience analysis

Melissa and her team leveraged Audience Town’s real-time audience analytics platform to gain actionable insights into their website traffic.

By examining detailed audience demographics which are not available in google analytics, Lombardo Homes uncovered a pivotal insight: the financial capacity of the home shoppers visiting the website did not align with the pricing of the available inventory.

With this data in hand, Melissa presented her findings to the leadership team, enabling them to make informed decisions. Lombardo repositioned the community to appeal to a broader audience, focusing on its amenities and destination appeal to attract out-of-town buyers. Additionally, they adjusted the pricing strategy to better match the market’s affordability, creating a more competitive offering.

Leveraging Data Insights to Align Strategy with Market Demand

Audience Insights

Leveraged real-time data to uncover demographic and financial profiles of website visitors.

Informed Focus

Identified misalignment to drive actionable solutions and reach the right audience.

"Audience Town has given us the data we need to truly understand our buyers and pivot quickly to meet their needs. This kind of insight is a game-changer for our marketing and sales efforts."

Melissa Cervin, VP of Marketing, Lombardo Homes

The resultsOptimized StrategyThe data-driven adjustments reignited sales velocity, significantly increasing the number of homes under contract. By understanding their audience in-depth, Lombardo Homes not only optimized their marketing strategy but also empowered their sales team with better-qualified leads.

With Audience Town’s unparalleled audience insights, Melissa and the Lombardo team now have the tools to:

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