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Hey, real quick, before we dive in, if you've got a brand or marketing tool that marketers need to know about, sponsor the show here at Perpetual Traffic. Perpetual Traffic puts you in front of thousands of seasoned marketers, CMOs and agency owners. So head on over to perpetualtraffic.com to apply to be a sponsor of this show. You're listening to Perpetual Traffic. Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph burns, founder and CEO of Tier 11. And if your cost per lead continues to increase and you have no idea why, maybe you were lacking a clear strategy to hit your goals, maybe your boss is breathing down your neck because that cost per lead continues to increase and the sales in the back end aren't coming through because these aren't high quality leads and maybe you just have limited or inadequate visibility into what's working of which channel is actually pulling for you. Well, that if you're facing the same problems that this business is that we're talking about today, then this show is for you. And of course, if you need our help, if you want the same thing done on your business or your brand, you head on over to tier11.com and check us out there. Today we're going to be troubleshooting a privately held home builder, about $18 billion in revenue that operates in 19 different markets selling new construction developments. The problem is, is that they have been flat, they have not grown, they've done well, they've obviously escalated their revenue to a very healthy $18 billion mark. But their paid media is too fragmented, budgets are spread out too thin across too many markets. Their promotions and their marketing is a bit disjointed, which really limits their optimization and being able to sell more homes. The stakes if they don't fix it though is this, is that their cost per lead, this is primarily a lead generation mechanism, continues to rise and then they get the incursion of some of the larger home builders that are in their markets, some of the more national brands, some of which are publicly traded and have a tremendous amount of marketing muscle behind them. So there is a lot at risk here. They want to grow from 6,500 homes sold per year to about 10,000. And this is standing in their way. What we diagnosed immediately upon speaking with them and having an in person session with them to realize that their budget was fragmented and it was hurting their performance. Creative was way too bottom heavy and they already had a lot of assets that they could potentially used. And so we worked with them and helped them build the foundation For a much better full funnel strategy which we'll talk about here on today's show, which includes awareness, consideration and obviously conversion. Top of funnel, middle of funnel, bottom of funnel. And of course if you want the same thing done for your business, you can head on over to tier11.com apply. I'll be happy to do this for you as well. We do this with every new client of ours and this one is a good one that you can learn from even if you're not in the lead generation space, even if you're in the E commerce space or if you sell digital products. You can certainly learn from this particular case study. So let's get right into it. So like I said, privately beheld home builder, 19 markets, 18 billion thereabouts in revenue. Like I said, the goal is pretty lofty. They want to increase by about 30 some odd percent the average selling price for their products. Their AOV as we talk about here as far as marketing performance indicators is concerned is about 575,000. So this is definitely not first time buyers in a lot of these markets. You know, in the Massachusetts market it would be a first time buyer, believe it or not, at 575,000 they've got about 250 to 300 active communities that they're selling in at any given point in time. So this is a large operation. But it just goes to show you no matter what level of scale you're at, no matter what level your business is at, you are going to cap out, you're going to level off, you're going to stagnate at every level. Let's say you're going from a hundred thousand in revenue to a million in revenue, a million of revenue to 3 million. 3 million to 10 million. 10 million to 25 million, 25 million to 100 million and so forth. Every level, and those are carefully chosen numbers by the way. There's typically 3x every time you multiply or you scale 3x or grow 3x. You have, it's a rule called the 310 rule is you start to stagnate. You start to realize that a lot of your systems that got you to where you're at right now are not the same systems that need to get you to where you want to go. And that was definitely the case here with these guys. And they want to get to that next stage and compete with the, even the larger home builders in their space. Like I said, some of these are, you know, massive players like Pulte, Holmes, Dr. Horton. These are big, big players. Lennar all of these. So they have two distinct avatars. They have first time buyers, which we're not going to talk about here today. But then there' there's sort of move up buyers or sort of higher price points like I said, starting out the 5, $600,000 range. Each DMA or individual market and they have 19 of them across the US has its own budget as its own division president. It has its own P and L. So they're almost operating as individual business units within the context of a larger organization, which we see quite a bit. And this is a fairly common structure sometimes in those individual markets, especially when we're talking to either franchises. I was just speaking to a pain center group that we work with that has 17 or 18 different locations. Oftentimes each location has its own budget, has its own marketing director. This is a sort of a franchise model, but it's not a franchise model. Oftentimes working with franchises we find the same thing. And when you get fragmented in your campaigns, that's when it's really hard to scale. And but there is a business reason for that because each individual market has its own marketing budget. Some markets are large, some are are in areas where there's enormous population bases. For example, the Atlanta market versus maybe you know, the Chattanooga market. Very different bases as far as populations are concerned. Or even more rural markets that are outside of the cities. Oftentimes you need to be able to break up your marketing budget in order for each individual DMA to, to have its own P and L and control its costs. And that was the case here with its marketing. So many times when we work with franchises and sort of larger multi location businesses is there is typically a overall corporate budget for marketing and then there's individual budgets or there's some combination of the 2. However, each DMA owns its own budget, but the corporate team in this case executes all the paid advertising. So it's a centralized system with P and L or profit and loss statements for each individual market. So since we were in the home office talking to these folks, we were talking to the right folks. But they have a lot of stakeholders in all the individual 19 markets. So there's some complexity here. So obviously everyone sort of needs to buy into the strategy and getting everybody on the same team oftentimes is one of the biggest challenges, especially with a company like this. So as far as internal team, they have an internal team of four who manages 1200 campaigns annually. That is a lot to manage. And there it's also overseen by their marketing manager who Creates sort of the strategy and the oversight. And then there's day to day campaign management across all markets headed by sort of a marketing director within the organization. So they also have teams of copywriters, designers, video producers, email marketing folks. And they have a playbook for each individual market that goes into these types of things like coming soons or maybe pre approvals or typically two day turnaround times for live campaigns and open house that's going on that particular weekend. There's a lot going on here. So this is a very, very complex series of campaigns that all needs to be coordinated through these four managing individuals, but then also supported with their copywriters, designers, video producer and email marketing folks. So everybody sort of gets on the same page and then they have the 19 individual business units that they need to, to manage as well. So there's a fair level of complexity here, not something that we've never seen before. But this is oftentimes what it takes to manage a company of this size, a marketing campaign of this size. Especially when there's lots of individual markets in individual homes, in those individual markets that need to be marketed on their own, but within the context of the overall company vision, the overall company messaging. So their lead generation and their sales process so far. So let's review their lead gen and sales process. Lead sources for them are different types of forms that are on the website. That qualification or application that you do when you actually go to a real estate website is fairly typical. Its name, phone number, email address, what price range you're looking in. All the different applications that we noticed when we were looking at all their individual sites, they have different forms. Some are for personal tours, some are for contact forms, some are for like exit intent pop ups. Oftentimes there's a phone number which is a trackable phone number. There's also chat which is sort of a third party or a new home advisor chat that people can talk to. So there's a lot of ways in which individuals can interact with this brand. Not to mention there are walk ins to these model homes. So people who are, you know, see a sign and are driving around and go to an open house and walk in and tour a model home for a development. Also their developers have their own websites and their own signage. So there's about five or six different ways in which they capture a lead. And what we found is that for most of these forms, that process sort of goes through this process which is somebody becomes a lead, they fill in a form, they're then a sales qualified lead. If they actually qualify for a tour. The next step is a tour. After the tour, then there's a contract and then ultimately there's a close. So there's really sort of five stages in their funnel. There's a lot of stages in between there. Let's not kid ourselves here. So when you're talking about a purchase of five to six hundred thousand dollars, it's not five touches and you're done. So there's a lot that actually goes on between lead qualification to a sales qualified lead, whether or not they can qualify for a mortgage for the property and then obviously going on the tour and then being able to design and or choose which property they like the most. So and then after that there's lots and lots of follow up by the real estate agent or by what they refer to as the new home advisor. These are Internet consultants who qualify and assign the leads to the sales teams and those sales teams then close the sale. So in the middle of all that is a tour and then there's ultimately a contract like a purchase and sale agreement as we call it here in Massachusetts. I'm not sure what it's called in their individual market. And then ultimately closing doc documents and then they have the day where they, you know, put the sold sign on the, the sign in the front yard and a move in date is decided upon and that's when they hang the pictures and move in the furniture. So lead sales qualified lead, tour contract and close. That's the typical way in which this whole sales process works. Now when it comes to their marketing mix, and we're going to have to talk about this in just a bit, is they're spending six figures per month on meta as well as on Google. And what they are finding is that a lot of the folks that are filling in their forms are actually spam leads and not qualified leads. So you get that a lot on Google. And that mix between 5050 is one of the recommendations that we made here in order for them to get to that next level and ultimately achieve the goal of 10,000 homes sold in a year. So a big challenge is getting people to fill out the forms obviously and then also spam filtering so you get less spam typically on meta forms depending on which form that you use. If you're using a lead gen form versus a landing page, an application form fill, those will usually the application, the form fill on your site will usually have a lower conversion rate but a higher level of quality that'll ultimately turn into a sales qualified lead. So when we talk about Leads we typically talk about somebody who fills in a form on a site is what we refer to as a marketing qualified lead or an mql. They're not qualified as of yet to actually purchase. Then there is some kind of either application process or filtering process. And this is a lot of times done in a multi step form. And we've talked about this many times with some of the examples that we've used with John Moran in the past where we're selling $25,000 kitchens and they actually design the kitchen in a multi step form to a point where they've gone through six or seven or eight steps and actually designed their kitchen. And then once they're at the end of that form, then they book a call with a salesperson to review their plan and ultimately plan out how they want that kitchen to be purchased or executed next steps and so forth. So by the time they fill out the form, they are considered a marketing qualified lead. But once they actually speak to an individual on the sales team and they're qualified, they actually have the money, they either qualify for the mortgage in this particular case, then they're characterized as a sales qualified lead. And sales qualified leads are the leads that ultimately are the things that you should be optimizing for if you have enough of them in your individual markets. So let's review their current digital advertising approach. Like I had mentioned, they're spending six figures, a couple hundred thousand dollars a month on Meta and Google on all of these individual markets, about 50, 50 split. So there's a fair amount that's being spent on both sides. Like we've discussed many times on this show, Meta and top of funnel or middle of funnel. And top of funnel is what we refer to as demand generation. That's where you actually generate demand. Whereas in Google, when you're looking for new homes near me, you are capturing demand. So in an ideal world, we like to sort of shift this paradigm and one of the other case studies that we'll talk about here on this show very shortly is where we shifted budget from 70, 80% Google demand capture to 70, 80% meta and programmatic, which is demand generation. And that's where you get lower cost per lead and that's where you get real awareness and brand awareness. You're creating brand, but you're not competing against everybody else. In Google, search for those high value, high intensity, high cost keywords such as brand new homes near me or new homes in X city or X neighborhood. Those are more costly terms. Whereas if you can create awareness of your entire property or your entire development show beautiful photos of people enjoying, you know, we've used this many times. Beautiful photos and videos of people enjoying their backyard kitchen, for example, or in this case, beautiful photos of people enjoying a brand new home. You know, having an exciting sort of champagne popping as they walk in their beautiful new home and the furniture is getting delivered and flowers arrive and the real estate agent is, you know, patting them on the back and high fiving like that's that sort of that after feeling. And that's the type of video top of funnel that we're going to really sort of shift these guys towards. And obviously we've talked about that many times. It's called creative diversification. And creative diversification is really is just being able to show and highlight different aspects of your product or service and putting those at the very top of funnel. And we typically will use meta and then add in programmatic, native and connected TV after we really dial in everything on the meta side. So campaign structure by market. Each of the 19 markets has three campaigns which they have done some pretty good. They've done a really good job of actually separating this out as much as possible because there's a great deal of complexity here. Each of the individual markets has three campaigns. One is top of funnel, one is bottom of funnel, and one is sort of a dynamic or a DPA type of dynamic ad which could be considered sort of more bottom of funnel. So top of funnel sort of heavy. We didn't see a whole lot of video on the top end and we'll get to that in just a second here. But at least they're sort of thinking in top of funnel, middle of funnel, bottom of funnel. If this structure isn't perfect. But the point is, is that they've been successful up until this point and they're doing a lot of the right things. Question is just how do you slightly pivot and start changing that top of funnel and middle of funnel content to attract their ideal buyer, but also not being over reliant on Google Ads at very bottom of funnel, which is very, very expensive and very very costly. Cost per click. If you're spending 20, 30, $40 a click, you better be converting once they click. And if you're not, you're spending a lot of money and your cost per lead, your cost per acquisition or cost per contact in their case is just going to continue to escalate, which is one of their problems that they came to us with. Another part to this is that they're Targeting is a 15 mile radius around the development or around the home itself. So really tight radiuses here, smaller markets. And also they were using a lot of interest based targeting, which is something that we typically shy away from. It doesn't matter what the market is because it really narrows the market. They're using a lot of sort of Zillow terms and a lot of the Zillow terms are interested in homes, home buyers, a lot of that individual targeting inside meta. I can't even label them right now because I don't really know because we don't use it. All we do is we do open targeting and combine that with top of funnel and middle of funnel video content in 99% of cases. And that's really what gets the cost per acquisition, cost per new customer acquisition and in this case cost per lead down lower, especially versus demand capture platforms like Google. So currently their KPI is a cost per contact, which is that MQL that cost per application fill or cost per customer contact. That might also be a phone call. That might also be a drop in, in just a, A walk in. That also might include their developer's website to fill out an application. That is what we refer to as an MQL or a cost per contact. And that number, they want to be about $150 per contact. And that's been escalating. One of the big problems, it's well over $200 now and that's a lead event on their meta form and it's a lead event on their Google form. So definitely some ways to lower that, especially with the content strategy that I just outlined there. But you can see that their cost per lead or cost per contact is escalating over time and that's going to have a negative impact on their ability to scale, especially when you're talking about smaller geographies within the context of larger markets. Very, very important M has been attribution and measurement challenges and very typical in markets like this. They're using a tool called Segment cdp which is a customer data platform and that does segment out customer data from a lot of different sources. And it's one of those platforms that you can actually use the API and use the Zapier integration to actually plug it back into an attribution platform. They don't have a specific attribution platform. We obviously use tier 11 data suite here which is powered by Wicked reports and through an edge tag server to make sure that the data is as clean on a click basis as possible. Really, really high percent of accuracy here. Anybody who clicks on an ad, we're going to be able to track that all the way through and then we could even match it with an offline conversion once they actually purchase. Another part to this is that they're not measuring their offline purchases. This is, as you can guess, this is a $600,000 purchase. So this isn't something that you're just going to click and buy within two or three days. There is a time period that goes by and it's according to them it's anywhere between two to five months is that sales cycle. So offline conversion events for both meta and Google are absolutely essential. Right now they feel like they're tracking about 60% of their customer journey from click to sale and they're using the platforms for sort of directional optimization only. So a tool like tier 11 data suite where you can see how all the platforms work together, especially broken down by campaign, by ad set and even ad, you get this X ray vision into exactly what's going on with all your attribution, how all the channels are working together so that visibility 60% is good. It's about what you would get for Google Analytics 4, maybe a little bit less than that. So there's definitely some, some improvements that need to be made there. Another big challenge is their volume is very low per campaign for really effective optimization. And that's always been a challenge with smaller markets, especially when you're talking about a 15 to 25 mile radius. The 15 mile radius I would actually increase, I would make that wider, I'll probably bring that out to maybe 25 miles in some cases because what that does is it gives meta in this case because we're really going to be focusing on the meta strategy here because that's where there is the greatest area for scale. 25 mile radius might overlap with some of the other markets, but your campaigns will start to optimize for people with no targeting. Keep in mind the people that are most interested in what you have to say depending on how good your top end and middle of funnel creative is. So in some cases their daily budgets are $20 a day, which makes this really, really challenging. So we're going to have to widen out the targeting, widen out the, the geographic areas as well and widen out some of those campaigns. You might actually have overlap between individual markets in each individual dma. But that's something that we're pretty familiar with, especially in the franchise space where we've done this many, many times. Another problem is that they lost their meta rep and having a meta rep is especially in the housing Market is a real challenge because there's a lot of restrictions that a lot of these home builders have to abide by. And without a relationship with Meta makes it really a hard thing to be able to keep your account in good standing. One of the other big pain points that we identified in addition to the relationship with Meta was that their creative production was relying heavily on the platform automation. So Meta does do a fair amount with post production. You can produce a lot of video, you can do a lot of post production creative and save yourself the post production costs. But what we found is that that usually is supplementary and it shouldn't be your primary way in which you do post production, especially on video. And with this being such a visual medium, like you're buying a house here, you're transforming people's lives. You're going from a starter home to the next step up after a big promotion or maybe, you know, the family has expanded. You're going from one kid to two kids to three kids. You need a bigger home. Like these are big major life changes that you want to be able to relay and you want to be able to relay the after state, like what life looks like once you're in this beautiful home overlooking a golf course in the suburbs of Houston. As opposed to being your cramped little single family house that is going to be too small for you. And one of your kids is like, actually did this. When I was, when I was building my family, one of my kids actually had to sleep in a closet. So we needed a bigger house. The point is this is that you can show that sort of before and the after state and very hard to do that with. Just like the automation platforms that are already within the Meta platform, they're good, but they're not quite there yet. So you definitely do need post production capability. And one of the things that they're really struggling with, especially with this type of capacity, we're talking about 1200 campaigns, we're talking about tens of thousands of pieces of real estate inventory. And they certainly needed a lot of help there. And that was an area which we could supplement their current efforts. On the post production side, another thing that we noticed when we looked inside their Meta ad platform, as well as just their content library, their Meta Ads platform library, which is very easy to do. I can leave links in the show notes for this specifically as to how to find this sort of stuff. We, we do it on every initial discovery call by pulling a lot of stuff through AI and giving us sort of a summary of where they're at. At this particular point in time we noticed that there was very much a very mostly product focused ads limited to just image ads. It wasn't a whole lot of top of funnel, middle of funnel video types of ads which we'll get into in just a second. What those really look like. Image ads tend to be, especially with open house this weekend, kind of video image or B roll across it with a picture of a beautiful house. That tends to be very bottom of funnel. Those are people that are in market, you're competing against everybody else. You're not creating awareness that this product actually exists. Or it's even possible to realize that a family who's in a two bedroom home now needs a three bedroom home in order to sort of get them to the next point in their lives and to transform their living space from maybe an older home now to a brand new home that they can now afford. So you need to be able to relay that through video and, and images don't really relay that all that well. That's like, hey, I see that thing, we've all done it before where he goes through a sales funnel on Meta or on Instagram or reels or whatever it is. You see all the videos for all the different parts of the product and the features and the benefits and then finally you get an ad that says, hey, today only 30 or 40% off. I just bought a product on Instagram exactly that way after probably about 15 to 20 exposures to a lot of their video ads. Top and middle of Funnel. It was the image ad. I wasn't thinking what I was doing. The image ad was the thing that actually got me to click and buy at the bottom of funnel. I also saw an affiliate ad where the, the affiliate was actually saying the same thing. But then I went to the website and actually was retargeted with one of their image ads for the website and then bought it through that. So anyway, the point is this, is that they really were disproportionately weighted to image bottom of funnel advertising, which is not the best way to scale, especially right now with the Meta Andromeda Gem Lattice updates. So let's talk about their content and their creative assets. So a lot of times what we'll find is when we evaluate a creative library for a client, there is way more raw footage, raw material that we can use. And we just did this with two new clients this past week. Like, wow, you guys have tremendous content over on YouTube, over on your social channels. Look at all the Instagram reels that you're doing. Why aren't you producing those or turning those into ads? And we found the exact same thing here. A lot of the best content we found was through brokers, through, through the developers, through other real estate agents talking about and going, doing walkthroughs with selfie videos, lo fi, once again, you know, just UGC style testimonials, all of this. They weren't advertising any of this. They did have some really good high end video footage like, like drone footage walkthroughs without sort of the selfie. So at least we were sort of seeing things from, you know, the, the user's standpoint, community features, walking around the neighborhood and seeing all the cool neighborhoods and the beautifully cut lawns and the community center, all that. So they did have a lot of this drone footage was really, really good, very good top of funnel type of video advertising drone footage, especially for this type of product. But the UGC content was primarily from their field teams as well as from their customers. We were finding that they were finding through getting tagged on their customers or their buyers own Instagram pages, their personal pages. They were tagging this builder and then they were reposting a lot of that content on their social sites. So there was a wealth of UGC lo fi video, real video stuff that's not overly produced. Yeah, the drone footage is beautiful. It's super bowl quality advertising, if you want to sort of call it that. But that's oftentimes not the thing that works right now, especially on Meta because Meta wants it to look like it blends in with the news feed. And you don't see your friends posting professional super bowl style videos. Well, maybe some of them. I guess it depends on what your friend group is. Point is this is that that's not the stuff that typically sells at top and middle of funnel. It's very good at very top to create awareness. But a lot of the selling really goes on in the middle of the funnel and that's what the video, that's the type of video content that we really needed from these guys. And they did actually have it. It was just buried, you know, within their field teams and their customers as well as some of the brokers that they work with. They also had a wealth of 50th anniversary content. They were just celebrating their 50th anniversary as a business. This is great. UGC like top of funnel founder story content. This is a great way to introduce the brand. And hey, this is why we're different. This is why we created this company to start with. This is you know the Simon Sinek book. Start with why it's that type of content that's very top of funnel. People often don't buy what you're selling, they buy what you stand for. And that's the sort of content that we find very top of funnel. We find this whether we're selling outdoor kitchens or $4,000 hammocks or testosterone replacement therapy and GLP1s. It's that type of content, very top of funnel that builds trust with your would be client, customer, or in this case, home buyer. Once again, they had really good organic social content across all their market pages. So when we looked at the individual markets and even some of the neighborhoods, they had individual pages, their Facebook pages, Instagram pages, and a lot of that content was really good. It just was not coming and not being used. Over on their advertising side, there was a lot of raw material here. So we really diagnosed the fact that there wasn't a whole lot we needed from a content creation standpoint. What we needed is to take a lot of that, storyboard it out, put in B roll, get good hard cuts, social cuts, and then create post production advertising that we can then use top and middle of funnel. So no real need for us to use our, you know, our huge stable of content creators to go out and film on site and or to even do an on site video shoot, which we do do sometimes if a client doesn't have any level of content. No need to do that here. So post production is really where they need it. But they just needed some guidance and some strategy and that's one of the things that we recommended also on their social sites they also had educational sort of home help content like how to fix certain things, how to turn on their outdoor sprinkler, how to operate their garage door, like all these sorts of like quirky pieces of content. They had that, but they had that on most of their social sites and we're not using that as top or middle of funnel content. And this is the kind of stuff that gets the lowest cost per our cpm, the lowest cost per conversion. Because you can advertise that, put money behind it very cheaply, even if you're spending 15 or 20 a day in some of these smaller markets, but being able to amplify that, you get a great deal of brand awareness. You're starting to create a brand, starting to create awareness, and then ultimately you might create buyers from that very, very top of final content. So there was a lot that was there that we found that could be utilized to leverage the algorithm, they just weren't using it, which was always great to see. So that's always optimistic for us. And I think a lot of brands do this is they have really good video content teams. They just think, oh well, social goes over there and advertising goes over there. No, the two worlds collide. They actually overlap a lot. If you look at a Venn diagram, there's a huge overlap between those two things. As far as what we see on high performing social ads right now, especially in the Andromeda phase, especially now in the age of Andromeda on Meta. So just to reiterate, current approach, heavy bottom of funnel. They had a lot of product ads, a lot of image ads. So the real opportunity, so the real opportunity to identify was top and middle of funnel content strategy. Top of funnel is brand awareness. We talked about the drone footage founder story. What makes them different versus other home builders in the market. Why? New construction, educational type of content. Hey, did you realize you don't have to live in that 40 year old home? You can buy a brand new home for only X amount of dollars. Middle of funnel types of ads which is feature comparisons. Let's compare the old home that you're in right now or a home that somebody's lived in for 30 years versus a brand new home in a brand new neighborhood. Feature benefit comparisons. Community walkthroughs. Let's talk about, let's do a walkthrough of the community. Show them the community center, show them the neighbors. Show them the, you know, the green grass and the beautiful trees that are out in front and kids playing and people walking the dog. Put them in that after state. That's where you see a lot of the most effective ads is in that middle of funnel category. But they weren't really doing that. They were doing it on their social pages, but not in their paid advertising. And last but not least, user generated content. We were finding that a lot of their, their end users, their buyers of homes, these are $600,000 or $500,000 plus homes. They were creating a lot of great user generated content. They just weren't using it in their advertising. They were posting on their socials and they were probably getting social lift from that. They were getting brand awareness searches and searches on Google and so forth. The point is, is they weren't amplifying that in their ads. All they have to do is create some relationships with some of those buyers to say, hey, is it okay if we use your advertising? Or you know, to reach out to individual realtors and have the Realtors talk about it so it helps them sell more homes in that particular area. There's a lot of ways to do that. UGC content or user generated content at the was the best middle of funnel ways to convince people to take that next step. And that next step is bottom of funnel. So now we're talking about specific homes, we're talking about promotions, we're talking about open houses, we're talking about dynamic product ads. Very specific. You've now created the awareness, you've now created that middle area of all right now I'm actually considering buying this thing or at least maybe going on a tour. Now it's time to say, hey, open house this weekend at this development. Give beautiful pictures. These are image ads. Sometimes they're video ads. You know, there's not any one size fits all. UGC and testimonial video content can be used at bottom funnel as well. But you're calling them to action there. Go on a tour, come by this weekend. We're open house from 1 to 5 on Saturday. That kind of stuff. That's bottom funnel. If you do all your advertising like that, you're only going to get those people that are in market. And if you look at an entire market as a huge circle, the people that are in market are a tiny little portion of that. What you want to do is educate all those people that maybe aren't right in market right now, actively looking for a home. You want to create some awareness and some consideration. People like, hey, yeah, that's a good idea. You know, our house is getting a little bit too small here and I was thinking maybe it was time that we actually made the step up and go into brand new construction. Those are the types of people that you want to be targeting and they're the cheapest ones because they're not the ones that everyone else in the space is targeting. You can let everybody else in your market go after just those people while you're actually creating your own brand and your own awareness through what we've discussed here so far in today's show. And last but not least, on targeting, this philosophy is counterintuitive to I think of what a lot of people do on social now is open targeting. And for this client, we're talking about probably a 25 mile, maybe a 50 mile radius in and around where the development is actually occurring. You can open up that targeting. With open targeting, don't be afraid to do it because if you're creative, like we've discussed so far in today's show, is Dialed in, you're going to dial in just those people who are have any sort of level of interest in buying a new comb in this case put in you know, your market, buying a GLP1 or potentially buying an outdoor kitchen or an expensive outdoor hammock. All the examples that we've used plenty of times on this show. So open up that targeting, let the algorithm do its work but you know, keep track of everything, don't let it overspend. You do need, that's where you need human in the mix here. This is not AI media buying here by any stretch. That's why you need a competent media buyer to be able to make sure that you're, you have the checks and balances in place and you're spending in the right places. So their growth trajectory this year is 6,500 homes. They did 5,700 last year. They were know first part of the year into the quarter still sort of running about flat versus the year previously. And so the shift that we would propose here is not a shift from Google over to Meta within a few weeks. We're talking about shifting this over the course of a few months. And in one of the previous case study which I'll leave a link in the show notes, we shifted budget and actually decreased Google budget by 91% from in this case $60,000 a month down to about 4 or 5 or $6,000 per month in spend. And we did that by reallocating that budget to top and middle of funnel on Meta as well as with programmatic and native. And that would definitely be a recommendation here. Once we dial in the messaging on the Meta side is then translate that over into programmatic, connected TV and native advertising for our amazing programmatic division. So the big goal is to get them to 10,000 homes by 2030 and with this type of plan in place on digital as well as adding and layering in other platforms, they can absolutely get there. So what we did is we recommended a consulting arrangement with them and we did a paid for audit and did some strategic recommendations and we're now helping them get on their way to that ultimate goal. So if this is something that is of interest to you, you're listening to this, you're saying all right, this is the kind of makeover that I need within my business. Definitely look us up over@tier11.com and of course we will have a follow up episode here as to how a lot of these recommendations my guess Is will be 30, 40, 50% increase within six months. As far as new home sales, new leads, stuff that's coming in the door. Remember, these are high consideration purchases. So you're not going to see that purchase, you're not going to see the revenue increase immediately. But we're going to be looking at that cost per lead, that cost per application, and then also start to optimize for sales qualified leads. And that's going to be the key. Once we start to ramp up demand on the marketing qualified leads, we'll start to switch over some of our optimization to the sales qualified side. Those are the people that I can actually afford to buy and or we might even start optimizing for an offline conversion event like either purchase and or a tour appearance or signing a contract. It sort of depends on how much we scale and what the volume is. So once again, if you like this kind of analysis for your business, head on over to tour11.com we'd be happy to help you out over there. And of course we'll leave links in the show notes for today's show over on perpetual traffic.com and wherever you listen to podcasts, make sure that you leave us a rating and review. Tell us what you think about this new format here and we'll continue to do this. We'd love to do it on your business as a case study as well. So until next show, we'll see ya. You've been listening to Perpetual Traffic.