When a national homebuilder came to us, they weren’t looking for “more marketing.” They needed clarity. Their website, content, SEO, and user experience were all operating independently, which meant traffic was inconsistent and conversions were underperforming.
Challenge
The primary challenge was avoiding over-targeting existing visitors while still keeping messaging relevant to returning prospects. The previous approach created ad fatigue and missed opportunities to reach new audiences.
Solution
We developed a dynamic digital media and content strategy that adjusted messaging based on the last community, tour, or floor plan a user engaged with. Contextual campaigns expanded reach, while frequency controls ensured a better user experience and stronger performance.
Results
The impact was immediate and measurable.
We achieved a 0.09% Click Through Rate (CTR) that generated a significant increase in qualified traffic to key pages across the site.
Within the first month, Cost Per Action (CPA) dropped by 20%, outperforming the client’s target and improving media efficiency.
Post-click revenue from dynamic retargeting and prospecting campaigns produced a Return on Investment (ROI) of 272%.
But more importantly, the website began functioning as intended: a structured, searchable, conversion-focused digital experience aligned with how buyers actually shop for homes.
272% ROI
From The Client
“The MarketSmart team have built such a strong relationship with our organization that we consider them an extension of our product department. We always know that excellent service is just a phone call or e-mail away and that we will receive the same level of attention they always provide that makes us feel like we're their top priority.”
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