4 min read
Key Findings
In early 2018, our team implemented a series of campaigns aimed at answering an important question in remodeling: “How Much Does This Cost?”. By focusing on the information stage of the buyer’s journey- i.e., attracting website visitors by answering their questions and addressing their pain points, our client was able to answer a question that weighs heavily on the mind of it's audience. As of July 2019, assets related to the Cost Report has led to nearly $6.3 million in influenced revenue.
Here's what we uncovered:
- The Cost Report has been downloaded 402 times.
- The Cost Report landing page is converting at 37%, 1,400% higher than the national average.
- The average conversion rate went from 2.16% in 2017 to 4.58% in 2019, an increase of 112%
- Copper Sky now ranks on the first page of Google for over 200 keywords, including "average remodel cost".
- Blogs associated with cost make up 35% of total blog viewership
Background
Copper Sky Renovations believes old houses are worth saving. The right way -- with a sharp eye for traditional design elements, a thoughtful layout, meticulous planning, and uncompromising attention to detail. Copper Sky Renovations thrives in the bustling market of Atlanta, Georgia, lending its craftsmanship and construction to Atlanta’s most historic homes. Prior to working with Builder Funnel, Copper Sky Renovations relied on pay-per-click traffic, falling behind in the organic search rankings. Copper Sky wanted to grow their organic traffic and attract high-quality leads. Builder Funnel implemented several inbound marketing strategies to reach this goal, taking Copper Sky from $2.6 million in revenue in 2016 to $3.2 million in 2017.
In early 2018, our team expanded upon a 2017 blog about remodeling costs in Atlanta. The result was a series of digital assets aimed at answering an important question: “How Much Does This Cost?”. This question became the focal point of our campaign, including kitchen remodeling cost, bathroom remodeling cost, and home addition cost.
By the end of 2018, Copper Sky Renovations was named ‘Remodeler of the Year,’ by the Atlanta Real Estate Forum and increased revenue to 4.6 million, a 74.96% increase over 2016.
The Strategy
Builder Funnel created a campaign for Copper Sky to address the issue of cost in the remodeling industry. The purpose of the campaign was to increase revenue by increasing qualified leads.
By focusing on a tangible question that affects the vast majority of their demographic, Builder Funnel increased leads, traffic, and raised the average conversion rate of the Copper Sky website. The Cost Report is updated in February each year, providing annual updated figures for the audience and higher domain authority by the search engines. For a glossary of marketing terms, see below.
The Cost Report Campaign consists of the following elements:
Premium Content Offer
After successfully publishing the foundational blogs, we created the ‘'Cost Report", an eBook that highlights the average cost of various remodeling projects and information about the design-build remodeling process. The campaign features a landing page, submission form, and thank you page. It is updated every February.
Landing Page
The landing page follows standard best practices: removing navigation options, using clear, concise sentences, and quickly explaining why the content is worth downloading. According to Search Engine Land, the average landing page converts at 2.35%.
The landing page is promoted via social media posts and annual eBlasts.
As of June 30th, 2019, the landing page currently converts at 37.47%.
Pop-Up Form
In addition to the landing page, we implemented a pop-up form on Copper Sky’s website. Pop-up forms create a frictionless experience for the user. The user receives compelling content, and Copper Sky receives a conversion. Pop-up forms offer a low barrier of entry to your content and aid in lead conversion rates.
As of June 30th, 2019, the pop-up form has been viewed 8,860 times. 278 users have viewed the pop-up form, and 138 have submitted the form. The pop-up form currently converts at 1.55%
Blog Posts
The campaign began with a series of blog posts, each discussing the average cost of four different remodeling projects: home additions, kitchens, bathrooms, and basements. Those blogs were promoted on social media and via eBlasts.
By continuously updating the cost report each year- the URLs of the cost report assets continue to increase in domain authority. Based on age, popularity, and size, domain authority is the power of a domain name.
The blogs slowly gained traction in the search engines. As engagement continued to grow, so did organic search. As a result, several blogs now rank on the first page of Google for several high-profile keywords, like "home addition cost atlanta" and "cost to remodel kitchen in atlanta".
Total organic keywords increased from 116 in June of 2017 to 291 in June of 2019, a significant factor in search engine rankings and website traffic.
Amassing nearly 3,000 views, blogs associated with cost now make up nearly 35% of total blog viewership on Copper Sky's design-build remodeling blog.
The Results
The success of the Cost Report is a combination of a three-year dedicated campaign focusing on effective landing pages, strategically placed pop-up forms, well-written blogs, and social media posts. These collective efforts have led to an increase in rankings, brand exposure, and revenue. Overall conversion rate also increased. In total, the cost campaign has influenced a total revenue of $6.3 million.
Influenced Revenue
Conversion Rate
*January 2019- Present (July 2019)
Key Takeaways
When marketing a service like design-build remodeling, there are plenty of avenues to explore when it comes to attracting users with your content. However, not all content resonates with your target audience. Through the execution and development of the Cost Report campaign, we've uncovered that transparency in marketing can yield astronomical results.
When it comes to remodeling your home, cost is a huge factor. Yet cost is rarely mentioned on websites, social profiles, and other digital collateral. By creating a campaign that centers around answering a question often left alone, we were able to raise brand awareness, inform potential clients about their financial obligations in the process, and increase the number of qualified leads.
We have since helped dozens of remodelers across the U.S. and Canada implement cost report campaigns with similar levels of success!
If you're ready to supercharge your marketing and build a system that will help you build a sustainable remodeling business, let's start the conversation!