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Rausch Coleman Homes

Rausch Coleman Homes sees dramatic increase in leads with new digital marketing strategy.

Rausch Coleman Homes, the nation’s 34th largest homebuilder, develops communities in Oklahoma, Arkansas, Missouri and Kansas. With homebuyers increasingly using online and mobile channels, an improved digital marketing strategy was a priority. In 2012, The Sells Agency was engaged to redesign their website and create a new digital marketing plan.

Marketing Goals:

Increase traffic to the Rausch Coleman Homes website and convert more site visitors into identifiable leads for Rausch Coleman’s sales force.

Solution:

A multi-channel digital approach has been implemented to drive more traffic to the site and convert more of that traffic, including:

  • Wrote new content using SEO best practices for copy and content
  • Revised much of the site’s underlying code employing white hat SEO practices, without altering functionality
  • Developed on-site lead generation strategies like quick response forms
  • Researched and deployed a search engine advertising strategy/program, geo-targeted for each division
  • Enabled each divisional and community page to be customized with special offers and promotions
  • Designed and deployed weekly email marketing efforts to local Realtors.
  • Multiple options for visitors to self-identify
     

Results:

Rausch Coleman Homes has experienced significant increases in total traffic, search engine results and referrals, and leads generated.

In 2013, compared to the previous year:

  • Organic search traffic is up 6%
  • Paid search is up 1,030%
  • Unique visitors are up 45%
  • Dramatic organic search position improvements – every market now shows on the first page of search results
  • 2,186 leads were generated, up 108%
  • Over 2,700 visits driven by weekly realtor eblasts
  • 46 website leads converted to a home sale

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