Overview:
A designer and builder of extraordinary custom homes, Tara Designer Homes wants to be universally known as the builder of choice for anyone contemplating a multi-million dollar project in the North Shore community of Glencoe, Illinois.
Challenge:
Long-established contractors in North Suburban Chicago had ridden their reputations for years, but a declining market and increasingly savvy consumers created an opportunity for a new home builder to redefine quality and realign customer expectations.
Solution:
de-lux.tv worked with the client to develop a two year marketing plan that would first introduce and define the Tara brand and then attract and convert qualified prospects into clients via the company website.
Taking a holistic approach, de-lux.tv designed a comprehensive program that included direct mail, 30-second spot ads, an SEO optimized website and video production and content syndication. By understanding and embracing the power and limitations of the various media forms, de-lux.tv was able to leverage one against the other, insuring that every marketing dollar invested was well spent.
Once brand awareness was established, de-lux.tv deepened the differentiation between Tara and the competition by providing a very personal, client's-eye look into each step of the Tara home design and construction process. Using testimonial videos that reflected the affection of Tara clients for the company's President, Adel Tarakdjian, de-lux.tv was able to share a more engaging, memorable introduction to the custom builder.
On an ongoing basis, de-lux.tv provides content updates and SEO services for the Tara website. Adding a steady stream of new photos and videos from recent projects offers interested consumers a reason to check back often.
Results:
Following a twelve-month branding campaign in the targeted geographic markets, "Branded Search" for Tara Designer Homes increased from 10% to 45% of Google searches. An amazing 20% of the Branded Search continues to be for some variation of the owner's name, Adel Tarakdjian, that was initially mentioned only in the cable spot ads.
Focusing on content that was responsive to key consumer search phrases led to a 400% increase in visitors to the site with informational organic search continuing to drive over 50% of all search traffic. Core SEO indicators include a low bounce rate of 35%, an average-time-on-site nearing 4 minutes and 5.2 pages viewed on average.
Because of the limited geographic area served by the luxury home builder, de-lux.tv focused on local search and now dominates SERP results for targeted keywords including: