CASE STUDY
How Canberra's Leading Granny Flat Builder Transformed $1,000 in Ad Spend into $500,000 of Projects in Under a Month, Fine-Tuned Their Targeting, and Boosted Their Pipeline with Oculo Digital.
The Company:
As Canberra's leading builder for secondary residences and extensions, Canberra Granny Flat Builders & Fixed Price Extensions have established themselves at the forefront of the industry.
Completing close to 100 projects annually, they've not only emerged as an industry leader in less than a decade but have also cemented their reputation as the preferred and trusted choice for locals.
Their extensive portfolio boasts hundreds of custom designs, catering to varied client needs for granny flat constructions and extensions. With this impressive track record, they are poised to maintain their leadership status in the state for the foreseeable future
The Situation
In the post-COVID era, there was a notable increase in interest rates, creating a shift in the market dynamics in the building industry.
As Frank Walmsley of Canberra Granny Flat Builders stated:
"Consumer demand in our sector, especially for non-discretionary spending like secondary dwellings or extensions, has undergone a dramatic transformation. With consumer confidence dipping by roughly a third, the previous reliance on broad branding and referrals no longer suffices.”
Prior to these changes, Canberra Granny Flat Builders had heavily invested in broadcast media, including radio advertising. However, these channels proved unsatisfactory due to their inability to target specific demographics or geographical locations.
As Frank aptly put it, “I suppose the thing that's difficult with something like broadcast media like radio, is that you can't actually focus on a target, demographic or specific location.”
Due to the targeting inaccuracies of these advertising mediums, there was also inconsistencies in the quality of leads that were previously generated.
The Solution
Canberra Granny Flat Builders engaged Oculo Digital to implement a lead generation service that would generate qualified leads, at a predictable cost, for minimal time or investment.
We started by pinpointing our client's target audience and tailoring messages to address their concerns regarding our client's services. We then took the company through a detailed pre-production phase, honing the messaging for extensions and granny flat builds, and addressing potential concerns about the 2023 market.
Within 14 days of our collaboration, after overseeing filming, editing, and campaign preparation, we launched the ads.
Given Canberra Granny Flats lifetime build guarantee, generating the right leads is essential for lasting partnerships. This approach laid a strong foundation for lead acquisition.
We invested time in understanding every facet of our client’s ideal customer, from demographics to interests.
The Results
“In the first four weeks we generated 25 leads. That lead acquisition cost was about $50 per lead” Stated Frank.
“We’re acquiring leads, I'd say at a third of the cost that we were initially hoping. In terms of lead quality about one in three want to invest in our business, great value at little cost”
“You wouldn't get that result through direct mail, you wouldn't get that through email marketing, you wouldn't get that through radio, you wouldn’t get a response rate that high, with all the details that you need; a name, number and an email, in a targeted specific geographic location”
Results from our targeted campaign were so profound, that we were able to generate $500,000 worth of projects for our client in the first 30 days, off a mere $1,000 in advertising spend.
“I reckon it's a $1,000 investment for around $500,000 worth of build, that seems to be the logic that's unfolding.”
“By having video, it's a lot easier to describe the whole process of design, construction, inclusions, completion, and warranty, and by having someone like Owen who's ready to turn and manage the entire process, it’s been really good”.