More than 250 leads in their first year with us.

The situation

Homes by Noble builds custom houses for the families who are going to live in them. Nobody picks a builder off a web page. They call, they talk, and they work out whether they trust the person on the other end before anything else happens, so the campaigns have to be built around the phone and judged on it.

The other problem is how many builders are after the same families, which makes every click expensive. At that price, an approach that buys loose, untargeted traffic drains a month's budget before anyone picks up the phone.

What we run

Two separate lead campaigns, running continuously since the day we started. One goes after custom home builds, the other after remodeling work. Those are two different buyers who describe their problem in different words and are worth different amounts, so they get separate budgets and separate copy instead of being averaged together.

Call tracking separates a first-time caller from someone calling back, so the account is not paying itself compliments for the same customer twice. That single distinction is why the number above can be trusted.

The first year

More than 250 enquiries across twelve months from the campaigns we run. That is roughly twenty a month, every month, through a full cycle of seasons.

The most recent ninety days produced sixty-seven of them, which works out at twenty-two a month. A year in, the engine is running slightly faster than it did at the start rather than fading, which is the part that matters when you are choosing who to trust with a budget.

Fifty-seven of those sixty-seven arrived as phone calls and six as form submissions, exactly the split you would expect for work at this price point.

What changed along the way

Not every approach survived the year. Several were switched off once the numbers came in, including automated ones that looked busy and produced nothing we could trace to a real customer. Remodeling and custom builds ended up funded separately because the two buyers behave differently, and both now run on their own budget and their own copy.

What we would do next

There is more demand in this market than the current budget reaches. Roughly two thirds of the relevant searches still go to somebody else, so growth here is a budget decision rather than a targeting problem.

There is also a reconciliation to finish between two sources of call data, to be certain no call is ever counted twice.

Campaign by campaign