2 min read
Overview
Gerber Homes is a long-standing home builder serving the greater Rochester and Finger Lakes regions. Their team specializes in quality-built homes across established subdivisions and open lots throughout Western New York. Builder Funnel has partnered with this design-build firm for many years to strengthen visibility, build user-friendly conversion paths, and increase buyer engagement.
Sometimes the market hands you chaos. The trick is knowing how to turn it into conversions. When New York State announced an upcoming natural gas ban, Gerber Homes needed a fast, strategic response that would educate buyers about the very real window to act. Builder Funnel deployed a complete content and advertising initiative that helped generate urgency, increase traffic, and accelerate sales that might otherwise have closed much later or not at all.
The Challenge
New York’s statewide fossil fuel ban created confusion and uncertainty among prospective homebuyers. Gerber Homes recognized the need to respond quickly with clear, helpful, and trustworthy information.
Their challenges included:
- Educating homeowners on the implications of the gas ban
- Positioning Gerber as a knowledgeable and proactive resource
- Creating urgency without resorting to fear-based messaging
- Converting increased interest into qualified sales conversations
The Strategy
Builder Funnel launched a rapid-response marketing initiative designed to combine education, visibility, and conversion opportunities across multiple channels. The strategy included:
Content Marketing and SEO
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Creation and promotion of in-depth educational content explaining the natural gas ban
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Search-optimized blog content attracting homeowners seeking answers
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Clear breakdowns of timelines, implications, and next steps for buyers
Supporting Email Announcement
We created a dedicated email campaign announcing the regulatory changes via our newsletter distribution to subscribers.
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Strong engagement resulted with:
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3,145 emails delivered
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54.98 percent open rate
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4.01 percent click rate
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Paid Social Advertising
A Meta campaign focused on awareness and driving traffic to the explainer content, providing low-cost, high-volume reach to interested homeowners
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Performance results included:
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108,351 impressions
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1,903 clicks
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2,710 page engagements
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Sales Enablement
Alignment between marketing messaging and sales conversations allowed us to reinforce urgency in follow-up calls and in-person discussions and increased buyer readiness before speaking with sales.
The Results
Accelerated and Influenced Revenue
This client reported that at least six home sales were either accelerated or initiated directly due to the urgency created by the natural gas ban. Several buyers indicated they were moving faster specifically to secure natural gas prior to the code change.
Revenue Impact
With an average sale price of $606,000, these accelerated sales represent:
- ~$3,636,000 in revenue influenced
- Conservative attribution suggests $1.2M to $1.8M influenced by Builder Funnel’s marketing
High Return on Investment
With only $1,450.87 invested in Meta advertising, the initiative produced an estimated 82x to 124x ROI range.
Client Feedback
Leadership confirmed the impact of the campaign, noting that multiple buyers explicitly cited the gas ban as the reason for accelerating their timelines.
Key Takeaways
Timely Content Creates Market Advantage
Providing clarity during uncertainty positions remodelers and builders as trusted experts.
Multi-Channel Messaging Drives Results
Content, email, paid ads, and aligned sales conversations created a cohesive message that moved buyers to act.
Strategic Marketing Can Influence Sales Velocity
Even when demand already exists, the right messaging can accelerate close rates and increase revenue.
Conclusion
This campaign demonstrates how policy changes can become strategic opportunities when supported by fast, accurate, and helpful marketing. By partnering with Builder Funnel, Gerber Homes successfully educated their market, increased engagement, and influenced millions in revenue during a time-sensitive moment.
Ready to create the ultimate marketing and sales machine for your remodeling or custom home building business? Book a call with us today! 👇