Marketing for residential home builders
Every unsold slot in the build programme carries overhead whether or not a contract fills it, so the only enquiry number worth reporting is the one attached to land and finance.
Where the money moves.
Lead volume is the wrong target. A consultant who spends Saturday with a family who have no land, no pre-approval and a budget from two years ago has lost the most valuable selling hours of the week. Qualification belongs before the appointment, not inside it: land status, finance stage, timeframe and budget captured in the form, in the follow up sequence and in the ad targeting itself. Cost per qualified enquiry, then enquiry to appointment, then appointment to tender, then tender to contract. Report that chain and the marketing conversation stops being about volume.
The display home is the strongest asset in the business and the least used. Weekend traffic sets the month, and the buyers who cannot reach the village on a Saturday are the ones with young children and a full week, which is a large part of the market. A properly filmed walkthrough, room by room, with the upgrades named and the inclusions stated honestly, gives that buyer the visit without the drive. It also hands the consultant a warm appointment instead of a cold first conversation.
Buyers search by design name, by facade, by bedroom and living count, and by the estate they have just put a deposit on. That is a page structure, not a campaign. A page per design, a page per estate, a page per knockdown rebuild suburb, each carrying the plan, the inclusions and the land it fits. Since the seven star requirement came into the code, buyers ask about orientation and running costs before they ask about the kitchen, so answering that on the design page brings the enquiry through further along.
Reviews decide the shortlist and almost nobody manages them. A build time complaint from a difficult year still ranks, still gets read, and still costs appointments today. The fix is not a campaign. It is a system: asking every satisfied client at handover, answering the hard reviews publicly and specifically, and feeding recurring complaints back to operations, because a review problem is usually a communication problem inside the build. Reporting separates market movement from marketing, so a rate decision never gets credited to a campaign.
What we run.
Design and estate page architecture
A page for every design, facade, estate and knockdown rebuild suburb, built from your real plans, inclusions and land availability. It captures searches that already carry intent instead of paying to manufacture it.
Display home content
Filmed walkthroughs of each display, room by room, with inclusions and upgrades named. Cut for the design page, for paid social and for the follow up email, so a buyer who cannot get to the village on Saturday still books.
Catchment targeting around land releases
Paid social and search aimed at the estates releasing land and the suburbs where knockdown rebuild stacks up, timed to release dates rather than a monthly calendar, with creative showing the facade actually approved for that estate.
Enquiry qualification and follow up
Forms, sequences and call scripts that establish land, finance stage, budget and timeframe before a consultant's Saturday is committed. Buyers who are not ready move to a nurture track and return when finance clears instead of being lost.
Review and reputation programme
A handover request process, public responses written properly to the difficult ones, and reporting on rating movement across Google and the review sites your buyers check before they book an appointment.
Questions we get asked.
Both, on separate pages, because they are different searches. Someone comparing four bedroom designs is early and looking at floor plans. Someone typing an estate name has land or is about to, and sits far closer to a contract. The estate page converts harder, the design page brings volume, and neither substitutes for the other.
Usually because a broad audience is being shown a broad offer and the form accepts anyone. Cost per lead falls when qualification tightens and the creative shows the actual product: the facade, the plan, the estate, the inclusion that matters. Fewer and better enquiries free up consultant hours and drop the cost per contract even when lead cost rises.
Answer them once, specifically, with what changed. Then build the volume of recent reviews that pushes them down by asking at handover instead of hoping. Buyers read the responses more closely than the complaints, and a builder who answers a hard review plainly reads better than one showing nothing but five star ratings.
Yes. That buyer already owns the land, often in an established suburb, and their questions are about demolition, council approval, whether the block suits a design and where they live during the build. Different page, different ad, different sales conversation from a house and land buyer walking a new estate.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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