Case Study
Masterton Homes, the most awarded home builders in NSW.
Masterton Homes is an Australian-owned company with over 60 years of experience in the home-building industry. The company has built a reputation for its family values, quality products, and innovative building techniques. For over 18 years we have been working with Masterton Homes, overseeing their traditional marketing channels such as TV, radio, press and outdoor advertising. In 2022 we started implementing marketing strategies for their digital channels, specifically Search Engine Marketing (SEM), which delivered significant results in a short period. This case study will outline our work with Masterton Homes and the success we achieved together.
Over the past years, we have been on an incredible journey with Masterton Homes as our partner. Throughout this time, we have witnessed the company’s impressive growth and solid reputation in the home building industry. Masterton Homes, as the hero brand, has also expanded their business offerings with two collections tailored to different types of buyers: The Evolve collection, which offers homes designed with affordability in mind, and The Ultimate collection, which takes a luxury approach with premium inclusions.
The Evolve Collection
Launch of the brand
In 2019, we executed a comprehensive campaign to launch the Evolve Collection. The campaign incorporated a diverse range of strategies, with a primary focus on Sydney as well as the north and south coast of New South Wales. The multi-faceted approach involved the activation of radio stations, publishing press ads across various magazines and newspapers, employing outdoor billboards and bus wraps to increase product visibility.
In addition to the traditional advertising channels, we also employed a digital strategy. Our digital campaign was comprised of both Facebook and programmatic advertising, which served to further enhance visibility and awareness among our target audience. Leveraging the capabilities of these platforms allowed us to effectively reach potential customers who fit our desired demographic profile.
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Conversions
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Reduction in CPA
(cost per conversion)
To achieve our goal, we took a comprehensive approach and completely overhauled our client’s paid search account.
We leveraged our knowledge from past campaigns and implemented Google’s best practices to optimize the account, resulting in increased efficiency. As a result, we saw a boost in overall conversions and a decrease in cost per conversion. Moreover, we were able to improve the click -through rate (CTR) by a significant 46% and lower the average cost per click by 12%. This allowed Masterton Homes to stretch their media budget further while achieving a higher return on investment.
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