Case Study · HiLine Homes
Revitalizing HiLine Homes' Sales Through Dynamic Marketing Strategies
Weekly sales leads per office grew from 12-20 to 150-200, and annual home sales rose from 60-70 units to over 800 within three years.
Problem
- HiLine Homes, a semi-custom home builder with 14 offices in Washington, Oregon, Idaho, and California, faced declining sales.
- The company had minimal online presence beyond its website, with each office generating only 12-20 sales leads per week, mostly from referrals.
- Tasked with developing and executing a strategy to significantly boost lead generation and sales.
Action
- Devised an aggressive marketing plan focusing on lead generation, including direct mail campaigns, radio, television, email marketing, and a robust Google Ads PPC campaign with engaging landing pages for data collection.
- Partnered with “Point-It,” a Seattle agency specializing in pay-per-click advertising, to drive online efforts.
- Launched high-impact TV and radio ads featuring a catchy jingle that became a memorable brand asset, memorable enough that a passenger once sang it to the owner on a flight.
- Designed and distributed over 20,000 creative t-shirts at state fairs, home and garden shows, and local offices, increasing brand visibility.
- Conducted multiple direct mail campaigns and participated in local “Home & Garden” trade shows across all four states.
Result
- Achieved a significant increase in lead generation through a dynamic marketing strategy combining traditional and digital methods, bolstered by the memorable jingle and widespread t-shirt distribution.
- Weekly sales leads per office rose from 12-20 to 150-200.
- Within 18 months, sales soared, with annual home sales increasing from 60-70 units to over 800 units within three years.
- The initiatives enhanced HiLine Homes' online presence and significantly boosted brand awareness and customer engagement, establishing it as a leading name in the semi-custom home building industry.