Custom home builders rely on referrals from happy customers for most new business, but they need to reach their target market in other ways as well. Harcrest Homes started working with Denim Marketing in December 2019 to improve its website traffic, as well as expand brand awareness and reach.
Since that time, Denim Marketing has achieved phenomenal results for Harcrest Homes. The numbers speak for themselves!
- 297% increase in overall website traffic
- 193% increase in social media traffic
- 2,515% increase in Facebook followers from 143 to 3,740
Harcrest Homes builds custom homes in Gwinnett, Forsyth and Hall Counties. Many of these homes are located on or near Lake Lanier or in the expansive Sterling on the Lake master-planned community. Homes are unique, well-built, and personalized for each homeowner. Typical homes range in price from $500,000 to $700,000 with several recent projects that are multimillion-dollar estates.
Denim Marketing manages Harcrest Homes’ social media presence on Facebook and Instagram, runs social media ads on both sites, adds fresh content to Google My Business and writes search engine optimized blogs for both the Harcrest Homes website and Atlanta Real Estate Forum. In addition, Denim Marketing creates unique video shorts that focus on custom home projects for use on social media as both organic content and for paid advertising on Facebook and Instagram.
This combination of tactics has resulted in success for the custom builder. The team at Denim evaluates every story and each piece of content for its highest and best use, whether it’s an evergreen blog post, recent news for social media or a final opportunity for a social media ad.
Website traffic has grown tremendously from 464 traffic units in December 2019 to 1,843 traffic units in January 2021. This represents a 297% increase in overall website traffic with the bulk of the traffic coming from social media, followed by direct and organic traffic. Social media traffic to the website has grown 193% from December 2019 to January 2021 (from 315 to 923).
Social media traffic is consistently the number one driver to the website. January 2021 hit a high of 923 units of traffic — this is over three times as many visits when compared year-over-year. Of these visits, 882 came from Facebook and 36 from Instagram Stories. Please note that a majority of these visits are from successful Facebook and Instagram advertisements
Results were easy to see from month one. In December 2019, the Harcrest Homes Facebook page earned 790 page views, 73,613 impressions and 2,010 engagements. Facebook fans also increased tremendously from 143 to 1,493 – 1,350 additional page likes!
The Facebook page reached 3,740 likes in February 2021, now it is on to 4,000!
Blogging contributes to the success of the website by attracting organic traffic. The site has grown from just two posts to over two dozen posts that describe the Harcrest Homes building process, lake living, model homes, trends and more. The blog also serves to syndicate content to all of the social media sites, as well as Google My Business, and this, in turn, sends traffic back to the website.
The content-focused marketing plan for Harcrest Homes has increased brand awareness, conversations, website traffic and leads. The Denim Marketing team will continue to implement these tactics to create great results for this custom home builder.