Over-55s Homes Builder
Client:Over-55s Home Builder
Services:Strategy, Content Marketing, AdWords, Programmatic
Working with one of the UK’s largest over-55s house builders, QliQ created an ultra-efficient online lead generation campaign to generate leads at a lower cost per enquiry than traditional channels.
As one of the leading house builders for the over-55s, our client has over 25 developments across the UK and is regarded as the premium house builder of choice for thousands of retirees.
The company commissioned us to deliver an online lead generation and brand awareness plan to generate new enquiries from potential buyers at a lower cost per enquiry than existing channels (print and direct mail).
We began by planning a series of digital ad creatives, using the Google Search and Display Networks and the DoubleClick ad network to deliver ads to potential buyers.
Ads were shown to over-55s from specific postcodes across the UK. The campaign targeted individuals who fit with the client’s ideal customer persona – wealthier retirees with an interest in downsizing to a smaller home.
Specific lifestyle messages were shown to the target audience, with ads enticing them to click and register for a brochure. The campaign’s main goal was to drive qualified traffic to a series of dedicated landing pages and convert visitors through a form on the website.
The campaign reached millions of potential buyers at a fraction of the cost of print and direct mail. Between May 2017 and April 2018, the results we achieved were:
- 28% improvement in conversion rate
- 35m viewable ad impressions
- 150,000+ site visitors
- 1,391 qualified enquires
QliQ continues to work closely with this client, managing all aspects of their digital lead generation initiatives. For more information on how we can help you achieve the same results, call our team on 01635 800868 or contact us here.