CLIENT INTRODUCTION
Domain Homes defines itself as an “urban renaissance new home builder.” The company procures home sites in desirable Tampa Bay neighborhoods, including South Tampa, West Tampa, North Hyde Park, the Heights, and St. Petersburg.
THE CHALLENGE
Domain Homes was in need of a custom-designed website that could automatically pull the available lots and home inventory into their NewStar ERP - a software for the homebuilder industry. Domain Homes wanted to be able to automatically pull housing inventory in real time — similar to what real estate websites like Zillow and Trulia offer.
In addition, Domain Homes wanted us to improve their website search engine ranking and customer browsing experience. They also wanted to increase their organic leads when users searched for keywords like "new homes for sale in Tampa" or "Tampa new home builder.”
OUR APPROACH
Chatter Buzz is well aware that personalization is crucial to digital marketing success. To boost the presence of Domain Homes online, we developed a custom website and API. Then we executed new growth tactical strategies using search engine optimization with content marketing to increase site tracking capabilities.
We employed a multi-layered content marketing approach to acquire multiple backlinks. This included the use of infographics, blog posts, press releases, videos, and new images. In addition, we also created a lead magnet strategy to capture marketing qualified leads through exit intent pop-ups on their website.
CUSTOM WEBSITE & API DEVELOPMENT
First, we had our web design team draw inspiration from mapping platforms on Zillow.com and Trulia.com. These platforms gained popularity due to the personalization they provide.
Second, we identified the search fields that were most relevant to buyers, like square footage, model type, number of bedrooms, and geographic area. After that, we studied NewStar’s program and its API documentation. Then we developed a custom REST API that interfaces with NewStar API and the website CMS that we built.
Because Domain Homes also facilitates land purchases, the Chatter Buzz team understood that they needed a platform that allows buyers to search by geographic area and choose their ideal home model in order to help them close more sales.
SEARCH ENGINE OPTIMIZATION
To begin, we conducted extensive local long-tail keyword research on subjects related to homes for sale. Rather than focusing on keywords with lots of search volume — and lots of competition in the digital landscape — we used long-tail terms that targeted niche keywords. With that valuable research in hand, we were able to generate links and content that appealed to a specific target market.
Next, we implemented strong local SEO tactics. For instance, we built local citations, shared content via social and website, and created guest blog posts.
CONTENT CREATION & MARKETING
Our content team also created two monthly pieces of content, which were geared toward consumers and offered updates on news related to housing in the Tampa Bay market. The content was also created in coordination with the SEO team to ensure that each piece would get strong search rankings.
THE RESULTS
The result was a fully customized website with an integrated mapping platform that links local buyers with the home of their dreams, in the exact neighborhood of their choice. With the new website, time on site increased by 300%, bounce rate decreased by 50% and traffic to lead conversions increased by 400%.
Our work with Domain Homes and the creation of their mapping platform helped us win the Internet Advertising Competition (IAC) Award for 2016. Awarded by the Web Marketing Association, Chatter Buzz was recognized for creating the “Best Home Building Website” of the year.
Our SEO efforts also placed Domain Homes in the top position on Google for keyword phrases like Tampa New Home Builder, South Tampa New Homes, and many others.
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