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.
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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:
Builder Funnel launched a rapid-response marketing initiative designed to combine education, visibility, and conversion opportunities across multiple channels. The strategy included:
Creation and promotion of in-depth educational content explaining the natural gas ban
Search-optimized blog content attracting homeowners seeking answers
Clear breakdowns of timelines, implications, and next steps for buyers
We created a dedicated email campaign announcing the regulatory changes via our newsletter distribution to subscribers.
Strong engagement resulted with:
3,145 emails delivered
54.98 percent open rate
4.01 percent click rate
A Meta campaign focused on awareness and driving traffic to the explainer content, providing low-cost, high-volume reach to interested homeowners
Performance results included:
108,351 impressions
1,903 clicks
2,710 page engagements
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.
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.
With an average sale price of $606,000, these accelerated sales represent:
With only $1,450.87 invested in Meta advertising, the initiative produced an estimated 82x to 124x ROI range.
Leadership confirmed the impact of the campaign, noting that multiple buyers explicitly cited the gas ban as the reason for accelerating their timelines.
Providing clarity during uncertainty positions remodelers and builders as trusted experts.
Content, email, paid ads, and aligned sales conversations created a cohesive message that moved buyers to act.
Even when demand already exists, the right messaging can accelerate close rates and increase revenue.
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.
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