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Home Builder

This leading Perth first home builder engaged Unify to significantly improve their digital marketing activities and bring in a higher volume of quality first home buyer leads with a more efficient media spend.

Lead Generation
A birds eye view of a construction site.

This leading Perth home builder wanted to significantly improve their digital marketing activities and bring in a higher volume of quality leads (first home buyers). They had previously been working with another agency, but as their business grew and their goals became more ambitious, they needed a highly effective performance marketing agency that could deliver on those goals, so they engaged Unify. La Vida Homes wanted Unify to take over management of their already running paid search and paid Meta campaigns, however they also wanted Unify to introduce paid TikTok to their advertising mix, alongside video production and organic TikTok strategy and implementation.

The Ambition

Decrease CPL, increase lead volume while still maintaining lead quality

The Challenge

  • The Perth home builder market is competitive and quality leads are difficult to nurture through the funnel.
  • Previous digital marketing activities had delivered mixed results.
  • It is difficult to drive high lead volume while maintaining quality.

Approach & Outcomes

APPROACH

  • Full rebuild of Google and Meta accounts in line with best practice and Unify’s digital expertise.
  • Build a nurtured account structure on TikTok to drive users down the funnel.
  • Created messaging that spoke to key content pillars for use across TikTok, while leaning into the fun and humour of the La Vida brand which aligns perfectly with the platform.

OUTCOMES

  • 222.58% increase in lead volume and 54.55% decrease in cost per lead.
  • Client has reported an increase in lead quality despite significant volume increase.
  • Record month in January of 2024 with 750 leads. La Vida’s previous record month for leads was in March of 2023 where they generated 177 leads. In Unify’s 1st month we generated 252 leads which is our lowest total to date (without increasing ad spend for 6 months).
  • January was a record month for home sales for La Vida, with over 50% of sales coming from Unify’s paid leads
222.58%

Increase in lead volume
54.55%

Decrease in cost per lead
50% of Sales

Coming from Unify’s paid leads
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