Custom Home Builder Closes $1.1M Deal with Digital Marketing

Background

Founded in 2003, by John and Heather Wojtas, PAXISgroup is a high-quality builder and remodeler that focuses on attention to detail, excellence, integrity, and building lifestyles. John and Heather’s passion is to build their clients fresh living environments that truly enhance their lifestyles. PAXISgroup approached Builder Funnel to help improve their online presence and to bring in new qualified leads through online traffic. 

Our team employed several marketing strategies to optimize their website to improve their organic search results and create additional conversion opportunities. These marketing strategies are just a few pieces of a big puzzle that proved to work! We have tracked a $1.2M dollar custom home deal through organic traffic alone. 

The Challenge

The challenge posed to Builder Funnel when we first began working with PAXISgroup was to increase their revenue by bringing in qualified leads through their website. To accomplish this goal, we implemented a consistent digital marketing strategy that included optimizing SEO opportunities presented on their website, creating and promoting relevant blog topics, nurturing leads through consistent inbound marketing emails, and providing premium content that brings prospects down the sales funnel. 

To solve these challenges, we employed a two-step process.

1. We started by auditing and perfecting SEO components.
2. Next, we established a conversion funnel to capture leads and nurture them through the buyer's journey.

The Strategy

Our plan to attract and convert more visitors was to deploy the Builder Funnel strategy of providing new and localized blog content posted monthly along with email newsletters featuring the monthly blog content. We also published premium content campaigns that highlight the custom home-building process that is unique to PAXISgroup.

The inbound methodology not only lets us target PAXISgroup's ideal audience by providing meaningful and helpful content through blogs but also helps us nurture them down the buyer's journey by keeping the contact "warm" until they are in their final buyer's phase. 

Our content strategy for PAXISgroup was two-fold: improve rankings on Google with an SEO audit and create tailored blog posts centered around key topics (cost, process, timelines), localized top-of-funnel topics, and specific web pages to gain traffic. Then, nurture leads down the funnel with our inbound marketing emails and premium content campaign conversion opportunities. 

The Solution 

First, we needed to increase organic traffic by improving on-page SEO. We did this by adding relevant keywords for services + location while aligning with what potential leads are searching. Then, we needed to incorporate those keywords throughout their website and within their blog topics.

For example, we updated the H1 header on their homepage to include their key services as well as their target location so we can gain ranking for those specific keywords.

This approach increased website sessions, which is fantastic. But then we needed a way to convert their traffic.

To accomplish this, we created premium downloadable content campaigns, such as their Custom Home Building Guide. By producing both premium content offers (such as their downloadable Guide) and ungated content (such as their blogs) centered around campaigns, we were able to capture leads by implementing landing pages, forms, and follow-ups via email.

The Results

Consistent Growth in Website Sessions & New Contacts

With our inbound marketing efforts, we saw an 816% increase in website sessions from the time we began in August 2021 to August 2023. By targeting specific topics relevant to their unique business and process and ranking for qualified and localized keywords, we were able to grow consistently.

Even if that was all we did, PAXISgroup would see a huge jump in new contacts assuming their conversion rate stayed the same while website traffic skyrocketed. But by pairing increasing website traffic with compelling campaigns to increase conversion opportunities, we also increased leads.

 Website Session and New Contact Growth from August 2021 to August 2023

With consistent, relevant blogs, inbound marketing emails, and premium downloadable content, we increased our organic search rate by 3,015% from August 2021 to October 2023.

 Website Sessions from Organic Search from August 2021 to October 2023

With such high growth in our organic search rate, we were able to capture a qualified contact by organic search. Once on the PAXISgroup website, the contact filled out our premium Custom Home Building Guide form. Through that premium content, PAXISgroup signed a $1,137,311.97 deal.

Key Takeaways

It's important to remember the inbound methodology doesn't work overnight. Consistency is key to the success of your overall growth. With a consistent digital marketing plan, you are setting the right foundation so your growth doesn't just last for one year, it will last for years to come. 

We want you to land the same deals as PAXISgroup. If you’re ready to take that step, contact us to start your journey! 

If you're interested, contact us to start the conversation!