New Home Builder Digital Marketing
Latitude 37 are a highly awarded designer and builder of luxury custom homes within Victoria, Australia. Collectively they employ more than 50 full time specialists who work together to create statement homes that don’t just look amazing but are designed to enhance the individual lifestyles of their customers in very specific and deliberate ways.
The Latitude 37 strategy
As part of a much broader customer acquisition program, BizWisdom sought to find a way to introduce the Latitude 37 brand to a specific target audience who had not previously interacted with the brand. By doing so, the intention was to create a digital marketing program to increase the overall reach and awareness of Latitude 37 within the luxury custom homes market and develop a large audience to which future campaign initiatives could be directed.
The gameplan
The BizWisdom strategy targeted paid search, Facebook ads and organic search within 3 separate phases.
Phase 1 – Leverage Latitude 37’s high visual appeal to increase recognition
Phase 2 – Utilise Facebook’s lead capture to grow a database
Phase 3 – Nurture the captured users along the new home buyer journey into booking a discovery session
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Visual appeal
For this campaign, targeting a cold audience, the approach that was agreed upon was to leverage Latitude 37’s stunning home builder gallery to generate interest within their core target audience, combined with a call to action to download the Latitude 37 product brochure.
We chose Facebook as the channel for this campaign due to its broad user base and high levels of daily usage, as well as its very visual orientation which was well-aligned to Latitude 37’s own high visual appeal.
Facebook advertising
With a large and impactful home builder image library at our disposal, BizWisdom crafted a creative approach that leaned heavily on the many beautiful examples of Latitude 37 work with light brand elements to tie the creative in with the Latitude 37 website and brochure.
Via a two pronged approach, we:
- Opted for a large creative set, updated regularly to keep the campaign fresh and offer variation. This, we hoped, would speak to Latitude 37’s custom home builder approach, and diverse yet instantly recognisable stylistic range.
- Utilised Facebook’s lead form ads to capture lead information in an efficient and frictionless way to deliver directly into Latitude 37’s HubSpot sales CRM.
Audience selection
With the intention of this campaign being to increase Latitude 37’s reach and general awareness within the market, BizWisdom applied a number of techniques to to build out the initial audience set including:
- Existing database look-a-like audiences
- Cold prospecting audiences using Facebook’s available data
Once the campaign was up and running, we augmented the initial target set to create a “completed lead” look-a-like audience.
The results
Combining careful targeting with deliberate ad creative and a sound strategic approach, BizWisdom were able to deliver a high volume of extremely qualified leads into Latitude 37’s sales funnel.
Not only was this effective in growing Latitude 37’s presence within the market, and generating leads for their sales team, but it provided a highly qualified, warm audience to which we were able to direct our other campaign initiatives.
Testimonial
Biz Wisdom have been a brilliant addition to our digital marketing strategy. They have been amazing to deal with, they really know their stuff and genuinely care about your business’ as if it were their own.
Latitude 37
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