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Maronda Homes, a premier homebuilder renowned for quality and value since 1972, faced a unique challenge in selling inventory for one of their upscale communities.
This case study explores how Audience Town's professional-grade marketing analytics platform for home builders helped Maronda refine their advertising strategy, resulting in a significant improvement in lead quality - and a positive impact on sales performance.
The Challenge: Low Conversion Rates
Maronda's community had successfully sold most of its inventory for one of its new construction communities. This community featured single-family homes in the $600K-$1M+ range.
Initially, Maronda's marketing strategy focused on promoting their last $600,000 home, aiming to cast a wide net. This strategy worked! However, after some time, there was only one $600K home remaining; the remaining properties were primarily luxury homes priced over $1 million.
Despite strong engagement with their ads, and steady website traffic, Maronda noticed that these new leads simply weren’t converting. So, they turned to Audience Town to find out what factors were driving the relatively low conversion rates.
The Solution: A Data-Driven Approach to Improving Marketing Performance
Maronda worked with Audience Town to analyze their community website’s traffic, including the traffic generated by paid search ads. This analysis revealed a crucial truth: the incoming traffic’s average household income (HHI) didn't match the million-dollar price tag of most homes. In other words, Maronda was attracting window shoppers, not serious buyers. There was a real lack of qualified leads for these high-end properties.
Leveraging Audience Town’s actionable insights, Maronda Homes implemented a two-pronged approach:
- Creative Realignment: The team adjusted their ad creative to prominently feature the luxury properties, effectively communicating the true nature of the available inventory.
- Keyword Optimization: Utilizing AT's platform, Maronda refined their paid search strategy, prioritizing high-engagement keywords that were already attracting high-net-worth individuals capable of purchasing million-dollar homes.
“Audience Town's platform allows us to see which paid search keywords deliver visitors that are a fit for our communities because of all the consumer insights they share,” says Nikki Corcoran, Digital Marketing Manager of Maronda Homes. “We’re now able to understand and allocate more dollars behind high-opportunity keywords that are truly driving better marketing results.”
The Result: Better Leads, Same Budget
Within weeks of implementing these changes, Maronda observed a marked shift in their traffic demographics. The Audience Town platform provided clear metrics showing an influx of qualified leads perfectly matched to the luxury home market.
More specifically, Maronda experienced::
- Improved lead quality: A significant increase in prospective buyers with the financial capacity for million-dollar homes.
- Reduced ad spend waste: They were no longer spending valuable advertising budget on attracting unqualified leads, which optimized marketing budget efficiency and ROI
- Accelerated sales cycle: Better-matched prospects led to quicker conversions and reduced time-on-market for luxury properties.
Know Your People, Sell More Homes
This case study demonstrates the power of data-driven marketing in the real estate sector - especially for home builders.
By leveraging Audience Town's transformative marketing analytics platform, Maronda Homes successfully pivoted their strategy to align with their current inventory, resulting in enhanced lead quality and improved sales performance for their luxury properties.
Maronda Homes' experience underscores the importance of agile marketing strategies that can adapt to changing inventory and market conditions. It also highlights how precise targeting, enabled by platforms like Audience Town, can transform marketing effectiveness in the competitive homebuilding industry.
The bottom line: when you truly know your audience, you can market to them better and sell more properties.
