CASE STUDY - ENKIND HOMES:
How We Generated 732 Leads In 2 Months For A Modular Home Company.

 
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Enkind Homes is a homebuilder who specializes in beautiful modular and tiny homes. Home prices vary, but obviously these are high ticket items (they're complete houses!) meaning it is imperative that we match the right message with the right market.

ENKIND HOMES INC. MISSION STATEMENT: To provide creative, affordable, high quality housing options for the purpose of increasing homeowner equity, and monthly cashflow through excellent customer service while giving back on a global scale.

 
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THE GOAL

Enkind Homes was a brand new company when we started working with them, and had no real frame of reference for how much a lead would cost to acquire, or how many leads they could acquire. With this in mind, we set out to acquire the lowest possible cost leads without sacrificing lead quality.

 
 
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STRATEGY

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Buying a home is a big decision that requires lots of thought, planning, resources, etc. When we started working with Enkind Homes, they were a brand new business. This meant that we needed to educate the customer on the product, the company, and why they needed it. This process occurred quickly, and Enkind Homes ended up being overwhelmed with new business!

 
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How Did We Generate All Of The Leads?

Well, that’s a good question…

Anytime we generate leads for clients, we need to think about where those leads are hanging out. What platforms are they engaging on? Where are they spending most of their time? Let’s talk about what is probably the best source of lead generation today:

 
 
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FACEBOOK ADS

FOR GENERATING QUALITY LEADS
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Let’s walk through the Facebook campaign we ran for Enkind Homes. Here is the winning Facebook/Instagram ad.

Do you see how simple the ad copy is? There is no hard and fast rule to how simple or complex ad copy should be, which is why testing multiple versions and lengths is very important. Through some carefull research, we determined the language and voice that would resonate most with Enkind's target demographic.

The image shows only a portion of this ad (because we need to keep at least a few secrets here at Mindful Marketing! )

 
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TARGETING

The targeting is the most simple part of this whole equation, but it is also very important and can’t be overlooked.

When we start to research a particular audience there are a few things that we keep in mind:

  1. Where are we targeting? Are we bound by any geographical borders? In this case we were bound by the Vancouver area.

  2. Who are we targeting? What do they like? What do they listen to? What magazines do they read? There are many interests that can be targeted on Facebook and Instagram, but research is incredibly important for lead generation to be successful. In this case, we were attempting to reach homeowners who were eligible to place a modular building in their laneway. We stuck with home-owner interests.

 
 
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LEAD COST

What does a lead cost in this niche?

So...what did all of these leads cost? This audience was completely cold, they had never heard of Enkind Homes before.
You’d think that these people would cost a lot, and in most cases you'd probably be right! But not in this case...
Take a look at the image below. Yes, that’s $3.03 per lead to a completely cold audience.
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What is even more impressive about these leads is that we got name, address and phone number from every single on of these.
Did we expect all of these leads? Yes, but definitely nowhere near the volume we got, and not at such a low cost! We assumed that our cost would be at least $20/per name/address/phone number, but in this case we were wrong.

WHAT ABOUT RETARGETING?
One thing that we made sure to take advantage of on Facebook is the amazing ability to re-target people who have been to the:

1. Website, where we had installed the Facebook pixel to track all of the user activity.

2. Abandoned a lead form. There is an option in lead ads to create audiences from or engage with our ads with out filling out the form. A large amount of leads came this way as well.
 
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THE FINAL RESULT

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After launching Enkind Homes' digital marketing, we acquired 732 leads in just 2 months with phone numbers and email addresses. This also resulted in a large amount of comments and engagement on Facebook, leading to added organic growth of their newfound client base.
Our marketing strategy resulted in so many leads that they needed to hire an additional salesperson just to keep up!

 
 

WHAT THE CLIENT SAYS

Mindful Marketing are digital marketing GENIUSES! They always patiently answer all of my questions and have a sincere desire to see the brands that they manage become number one in their industries! All around awesome, straightforward Marketing gurus that I proudly recommend to everyone!
— JENNIFER SCHOTTS, CMO - ENKIND HOMES
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DO YOU WANT RESULTS LIKE THIS?
APPLY FOR A 15 MINUTE STRATEGY CALL

 
 
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