Build Concierge's

The Brief

Build Concierge was tasked with generating a set quota of qualified leads for its "Major Projects" service line, with a focus on home extensions and loft conversions.

Challenge

The primary challenge was to develop a targeted marketing campaign that attracted high-intent homeowners ready to invest in significant renovation projects. The campaign needed to connect with homeowners in our key service areas who had not previously engaged with Build Concierge for a major project.

A key hurdle was qualifying leads effectively to ensure they matched our service capabilities and were genuinely prepared to proceed. This required filtering out tentative inquiries from serious project considerations to maximize the efficiency of our advisory and architectural teams. The campaign also needed to capture detailed preliminary information to allow for a productive first contact.

Martech Solution

A dedicated campaign was created, which featured a custom landing page, targeted social media advertising, and email marketing directed at a segmented audience of homeowners.

To ensure lead quality, our system featured a multi-step qualification process. The user journey included an online form to validate key project criteria, such as property type, desired project scope, and estimated budget, which provided homeowners with an instant understanding of feasibility. For qualified leads, the process required the submission of initial project documentation or photos of the existing space to ensure our teams had all necessary information for a detailed follow-up.

Analysis

Custom dashboards were implemented to provide real-time tracking of the campaign's performance. This allowed for the manual mapping of leads from initial contact to project conversion, giving us clear insight into the campaign's return on investment.