BUILDER CASE STUDY
how this brisbane builder stopped attracting bottom feeders and quadrupled his revenue.
"Getting 15-20 pre-qualified booked meetings in my calendar every month has helped us to focus on ideal clients only and secured us projects until 2024"
Adrien's Challenges
When Adrien first approached us, things weren’t quite working in his business. At that stage he's been in the construction industry for more than 30 years and his company was building award winning homes.
Their team had an incredible amount of experience and reputation that was unmatched in their region.
However, Adrien consistently attracted the wrong type of clients.
Those clients with big dreams and small budgets, looking for free quotes and labour only contracts. His sales process became tedious, having to always sift through a lot of chaff to get to the wheat. And because beggars can’t be choosers, Adrien regularly had to take on jobs that were less than desirable.
He was constantly chasing work, networking with architects and consultants “hoping to get chosen” for a project. Waking up in hot sweats, anxious about cashflow became a usual occurrence. After several years of working this way, revenue yoyo-ing and going from feast to famine, Adrien reached the end of his tether.
He was burnt out and had enough.
The Solutions
Adrien needed an external set of eyes to bring some clarity. And after a week of looking under the bonnet of his business, the problem became very clear.
Adrien didn't know what made his ideal clients tick. And therefore he didn't know how to present himself in the best possible way to secure premium work.
Only once Adrien understood the psychographic attributes or ins-and-outs of his target client, would he be able to improve his lead generation efforts
So with that in mind,
we got to work and started dissected Adrien's ideal, dream client and then built his entire online presence around them.
We analysed his ideal clients' interests, aspirations, hopes and dreams, along with their fears and frustrations.
We looked at what his clients really cared about most and then created content directly addressing those specific interests.
After our analysis we uncovered the 5 top aspects his clients looked for when choosing their builder. Those included budget, timeline, trustworthiness, quality of work and great communication.
Secondly we unpacked their company’s "unique selling proposition" - focusing on what makes them different and unique and sets them apart from their compitition. We also uncovered what they are exceptional at and how they could specifically add value to their prospective clients.
Thirdly we took a deep dive into Adrien's business to uncover their:
- values
- specific process
- guarantees
- unique "why" story
- previous enjoyable and profitable projects they want more of
This became the back-bone of their online content.
After we collated all this information, we reverse engineered their marketing and lead generation strategy to speak directly to their dream client.
Based on Adrien's unique situation, our strategy included a full repositioning of their brand, a new website, some videography and project photography, along with implementing our lead generation system.
Beyond transforming their online appearance and positioning, we also had to optimise their lead generation tactics, which included:
- building a pre-qualifying form to seperate good leads from bad ones
- creating a calendar where prospects could schedule project calls subject to Adrien's availability
- creating a value offer lead magnet where Adrien could capture interested prospects' email addresses
- sequencing follow up emails to keep good prospects warm while they choose a builder
- adding strong call to actions to their new website based on where prospects were in their decision making process
- building a sales pipeline so Adrien could track prospects along his sales process as well as know his pipeline value at any given time.
We were able to take care of the entire process so Adrien and his team could be freed up to do what they do best, building beautiful homes.
If a pre-qualified lead generation system, you can turn on and off like a tap, sounds like something you would like to explore further:
Adrien's Results
Adrien now has an automated lead generation system that he can essentially turn on or off like a tap. His system feeds straight into a fully functional CRM that manages his communication and lead flow.
His sales pipeline provides a real time snapshot of his current and future projects and pipeline dollar value.
Not only does he now attract higher quality clients, his overall monthly enquires have also increased by over 400%. And after only 6 months of advertising and attracting 15-20 prequalified clients each month, Adrien signed up 12 dream projects (and turned down more than that).
Adrien increased his projected yearly revenue by over 400% and significantly improved his profitability, now sitting on an 8-figure project pipeline with 2024 all but scheduled.
The quality of his projects has also significantly increased with all leads being "pre-sold", pre-qualified and pre-booked into his personal calendar.
Due to his success, Adrien had to changed his entire business model. From spending a lot of his time chasing new work, Adrien's primary focus now is on hiring project managers and contracting work out to external teams in order to get all their projects built.
Adrien now enjoys massive momentum in their business and no longer has to deal with the anxiety of where their next project will come from.
If a pre-qualified lead generation system, you can turn on and off like a tap, sounds like something you would like to explore further:
About Gro
We are a team of enthusiastic marketers and construction professionals who thrive on innovating the way custom home builders acquire new projects in a 2022 world.
Our goal is to see builders be free from chasing their tail, free quoting and anxiously searching for their next project. But rather enjoy a fat 24-month pipeline filled with dream clients.
We do that by building proven and predictable lead machines that home builders can turn on or off like a tap.
Our Core Team
Brad
Head of Growth
Terri
Branding & Web Design
James
Media Buying
Wykie
Videography
Our Process
We understand that running a home building business is full on and doesn't leave much time for other things. That's why we take care of the majority of the work required to get your lead machine cranking.
1.
Custom Home Builder Workshop
A deep dive into your business and what makes you tick.
Diving into your strengths and weaknesses, business obstacles, dream client analysis, growth margins, conversion rates and profitability all the way to competitor analysis, a complete brand and digital audit.
1.
Home Builder Workshop
In the workshop we do a deep dive into the heart and soul of your business and identify your Why, UVP, Company Value, your Guarantees, Unique Process, your Ideal Target Client and what makes them tick.
2.
Perfect Positioning
Positioning your building company for success.
Dream target client avatar, Unique value proposition, True value demonstration, Your “Why” outlined, Guarantees and Partnerships.
3.
Blueprint for Success
Creating a bespoke strategy based on your unique attributes and objectives. Reverse engineering what your dream client values and cares about, Awareness, nurture & conversion campaigns based on your customer’s buying pathway. Doing most of the “selling” well before you ever talk to your prospective client.
4.
Optimise Your Digital Presence
Optimising your company appearance in the digital world. Branding , Website, Photography, Video Case Studies, Guarantees, Demonstrating your “Why” and outlining Your Process.
5.
Build Lead Generation System
Creating all the elements required to assist prospective clients with their “buying decision”.
Funnels and landing pages, Website “call to actions”, Value Offers and Case Study sales letters.
6.
Nurture Warm Prospects
Keeping prospects warm while they are exploring different home building options through an automated email marketing sequence.
7.
Integrate CRM Platform
Building the platform that will contain the entire lead generation system, including the Sales pipeline, Team management, Messaging platform (Email, SMS, Facebook Messenger communication), Calendar integration , Campaigns and Triggers and Post project review sourcing.
8.
Paid Media Advertising
Setting up and running paid ads to attract and convert the right audiences. Creating and setting up Facebook & Google ad accounts
Testing different targeting, creative and copywriting variations before launching.
9.
Test & Launch & Test Again
Before launch, test all aspects of the lead generation system. Train your team on CRM platform and system while actively tracking ads, leads and communication.
2.
Perfect Positioning
Positioning your building company for success.
Dream target client avatar, Unique value proposition, True value demonstration, Your “Why” outlined, Guarantees and Partnerships.
3.
Blueprint for Success
Creating a bespoke strategy based on your unique attributes and objectives.
Reverse engineering what your dream client values and cares about, Awareness, nurture & conversion campaigns based on your customer’s buying pathway. Doing most of the “selling” well before you ever talk to your prospective client.
4.
Optimise Your Digital Presence
Optimising your company appearance in the digital world.
Branding , Website, Photography, Video Case Studies, Guarantees, Demonstrating your “Why” and outlining Your Process.
5.
Build Lead Generation System
Creating all the elements required to assist prospective clients with their “buying decision”.
Funnels and landing pages, Website “call to actions”, Value Offers and Case Study sales letters.
6.
Nurture Warm Prospects
Keeping prospects warm while they are exploring different home building options through an automated email marketing sequence.
7.
Integrate CRM Platform
Building the platform that will contain the entire lead generation system, including the Sales pipeline, Team management, Messaging platform (Email, SMS, Facebook Messenger communication), Calendar integration , Campaigns and Triggers and Post project review sourcing.
8.
Paid Media Advertising
Setting up and running paid ads to attract and convert the right audiences
Creating and setting up Facebook & Google ad accounts
Testing different targeting, creative and copywriting variations before launching.
9.
Test & Launch
Before launch, test all aspects of the lead generation system. Train your team on CRM platform and system while actively tracking ads, leads and communication.
If a pre-qualified lead generation system, you can turn on and off like a tap, sounds like something you would like to explore further:
Type of Builders Work Help
The Home Builders We Work With
Premium Custom Home Builders
Builders looking to take the next step and significantly scale their revenue
Builders tired of networking and having to wait on referrals to be chosen
Builders who are willing to financially invest in their business
Our Partners
Our Partners
What Our Clients Say
The team at Gro has shown us that we had a major positioning problem. When potential clients looked at our website and social media, it didn't at all reflex who we were as a business. It also didn't resonate with who we wanted to work with which meant we consistently attracted the wrong work. They came in and transformed our entire business by filling our sales pipeline with good pre-qualified prospects. We would recommend them to any architectural builder.
Megan, Harper Projects
After working with Gro for the past year, even through Covid-19, we have been able to continue our revenue growth without doing a single minute of referral farming or networking. Our entire approach to prospecting has been transformed and we will never go back to our old prospecting methods.
Karen, Tradie & Co
After 2 years of working with Gro, we doubled our revenue which reflected an 800% return on our investment. We now have a lead generation machine where we know if we put in $1 we get $8-10 back.
Lorraine, Tradie Cover
Their strategy was really extensive. They know the industry and they know what works and what doesn't. We would recommend them to any custom home builder.
Leonie, Ralcon
Within the first 3 months of kicking off our marketing funnel, we generated more leads than we would handle.
We couldn't keep up with new prospects coming in everyday. Brad and the team were further extremely professional and easy to work with.
Craig, Smiths
After spending over 30 years in the industry, the way we have prospected has never really changed. We used to to rely on referrals and networking to get the job done. Now my team lives in our CRM and watch multiple leads come through every day. I would recommend Gro to all businesses looking to drastically grow their revenue.
Andre, Tourelle
Jonny, Harper Projects
If a pre-qualified lead generation system, you can turn on and off like a tap, sounds like something you would like to explore further:
Frequently Asked Questions
What type of leads do you generate?
We do all the "selling" on your behalf well before your prospects every reach out to talk to you. Therefore, the type of lead you will receive is a pre-qualified, scheduled call in your personal calendar - ready and keen to discuss how can you help them build their dream home.
How quickly can I get results?
Generally our clients start receiving booked calls in their calendar within 5 days of their campaign kicking off. However, we have had prospects scheduling calls within hours of going live.
How many building companies do you work in each region?
We work with every business as if it's our own. Therefore, we will never work with two competing building companies in the same region. When you work with us, we are exclusively yours in the geographical area that you operate in.
Do you work with builders throughout Australia and New Zealand?
Yes, however we can only work in the the regions where we do not have clients already.
What are the set up costs involved?
Zero. None. Zilch.
If you commit to working with us, we will set your lead generation system up at no set up costs to you.
You've made it all the way to this point, so why not:
Disclaimer: The figures stated above are figures from (personal results, client results). Results are not typical. We are not implying that you will be able to duplicate these results and are using these references for example purposes only. Your results will vary and depend on many factors...including but not limited to your region, background, experience and work ethic. All business entails risk as well as massive and consistent effort and action.
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