A regional residential homebuilder
Residential home building · multi-market lead-gen
Cost per lead down 22%. Volume up every month.
A regional residential homebuilder's paid program, rebuilt around a market-by-market account structure and a purpose-built live-inventory catalog campaign, driving sales-qualified leads more efficiently every month as the program scaled.
The receipts.
Over three months following the rebuild, cost per sales-qualified lead fell about 22%, while lead volume rose every month, not at its expense.
A purpose-built live-inventory catalog campaign, built to replace a manual, by-hand process, delivers sales-qualified leads at roughly $400.
The best-converting brand-search markets came in roughly 70% below the account's blended cost per qualified lead.
Where it started.
The mandate.
A regional residential homebuilder needed sales-qualified leads, buyers a sales team would actually take, not raw form-fills, across its markets, at a cost that left room to scale. Home buying is the highest-consideration purchase most people ever make, the cycle is long, and the in-market pool in any one area is finite.
The constraint.
A builder's real product is the specific homes available right now, and that inventory turns over constantly. A static campaign can't keep pace: it advertises homes that have already sold and misses the ones listed this week. Worse, available-homes promotion was being run as a manual process, built by hand, slow to update, impossible to scale.
What efficiency had to mean.
Against an account-blended cost per sales-qualified lead well into the four figures, the program had room. But room only matters if efficiency holds as spend scales across every market at once. A cheap lead in one market that falls apart at volume isn't a strategy. It's a fluke. The job was efficiency that survives scale.
What we did.
Quick wins.
First we made the lead definition real: a sales-qualified lead the sales team would actually stand behind, not a form submission. Then we wired CRM signal back into the ad platforms so bidding optimized toward qualified pipeline, not raw lead count. Plain plumbing, and everything downstream depended on it.
Integration.
We rebuilt the account around a market-by-market command-and-control structure, brand and non-brand search tuned to each market's demand, and stood up a purpose-built live-inventory catalog campaign that replaced the manual available-homes process the in-house team had been running by hand. Every impression now carried a real, currently-available home, and sold homes dropped out automatically.
Compounding.
From the rebuild's peak, cost per sales-qualified lead fell three straight months, about 22%, while lead volume rose every single month, not at its expense. The catalog campaign settled in around $400 per qualified lead, the best-converting brand-search markets ran roughly 70% below the account's blended cost, and an affordability-focused non-brand build became the single highest-volume lead source in the account at about a third under blended cost. Efficiency that compounds, not a one-month spike.
- Market-by-market account structure
- Live-inventory catalog campaign
- CRM-integrated bidding
- Brand + non-brand search
- Sales-qualified-lead optimization
- Residential home building
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