2 min read
Background
Our client, a custom home builder, was founded in 2009 and is a design-build custom home builder in the suburbs of Madison Wisconsin. He came to Builder Funnel at the end of 2021 with a vision to shift from building spec homes to building custom homes.
The Challenge
The business shift meant our client needed leads. This client did not come to us with a list of leads that we could simply nurture through a series of emails. We first needed to find the client leads.
While the inbound marketing methodology is a long-term game there are a number of ways to get qualified top and middle-of-the-funnel leads in a short period of time.
Our Strategy
One of our go-to techniques to find qualified top-of-funnel and middle-of-funnel leads is to boost Facebook posts. These posts sometimes send the reader to a blog post about a specific topic but where we see the most ROI is when we boost Facebook posts that direct the reader to the client's premium content landing page.
This piece of premium content is called many things in the marketing world, lead magnet, freemium, or white paper. At Builder Funnel, we create a tailored ebook for each client that is specific to their business and industry. We have found a cost guide does well for both home builders and remodelers.
We create the ebook and build a landing page. This landing page is used to capture information from contacts, in exchange for something of value, in our case the free cost guide or ebook. When the reader fills out their form on the landing pages they are granted access to view the ebook. This is also often referred to as gated content, you cannot access it until you give your email address and name.
When we build the landing page the content on it is also tailored to be for the specific location of the reader. When we boost the Facebook post we are drilling down to make it location-specific. For this client, we have the landing page, as well as Facebook-boosted posts targeted to 5 specific suburbs outside of Madison Wisconsin. This focus location helps to ensure we are capturing leads that are in the geographical location of the builder.
The Results
In 30 days our boosted posts generated 5 new leads at a cost of $21.24 per lead. The industry average cost-per-lead is $47.94. This client acquired leads at more than 2 for 1 rate of the industry average, in just 30 days!
It is important to note that part of our strategy for boosting Facebook posts is to boost various types of posts that push readers to content that is top-of-funnel, middle-of-funnel, and bottom-of-funnel. This is just one example of this strategy that we utilize every single week to help builders and remodelers generate leads through social media.
For this 30-day span, we boosted 4 Facebook posts that highlighted blog posts and landing pages that were at various funnel stages.
Key Takeaways
You don't necessarily need complex ads OR spend a lot of money to generate leads quickly. By boosting your Facebook posts to your targeted audience, you can acquire leads in a short time.
We'd love to help you achieve the same success as this custom home builder! If you're interested, contact us to start the conversation!