Marketing Portfolio
Stafford Homes & Land
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Stafford Homes & Land
A NW home builder since 2012, Stafford Homes & Land builds green, healthy, and energy-efficient homes. In 2019, I joined the company to help fill a role that was missing in the marketing department. The result of my tenure has been one of fastest paced growths the company has seen. The company has since broadened it’s offering to Idaho.
The role was challenging in that the company owned by a holdings company encompassed 6 other brands. This one of the elements
Categories
Web Design
Social Media Marketing
Video Marketing
Email & Marketing Automation
PPC
SEO
Website Redesign & Launch
Stafford Homes & Land had a relatively nice-looking website. The challenge was that every home listing was managed through PDFs. This was primarily due to the need for flyers at home sites. What this doesn’t account for is the lack of search friendly information. PDFs are more difficult to access for users
There were a few elements that were missing that needed addressing. The first being real clear calls to action. The second was the ability to clearly capture interested home buyers.
Ads
Advertising expenses were extreme with little oversight. It became apparent that the ads needed to be reworked in keyword targeting and ad creation. The overall account score went from 59% to 89%. CTR went from low 1% to 6-8% depending on the keyword. A total of $70,000 in savings in the first year.