Case Studies

Centex

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Challenge
Centex Homes’ Atlanta metro division began exploring online technologies, including pay-per-click (PPC), Internet sales and more to transition into the digital age and appeal to the modern consumer. Centex Homes’ existing pay-per-click campaign was over budget, and the company lacked a reporting process to measure its ROI. Centex Homes wanted to cut costs while maintaining its position as one of Atlanta’s top homebuilders and turned to c21.

Solution
communications 21 revamped Centex Homes’ Atlanta metro division’s PPC program. We:
Identified additional keywords using local maps, homeowner feedback and competitor websites, and included area landmarks and attractions, as well as home features that would resonate with consumers.
Removed irrelevant keywords, including erroneous housing types and locations.
Established targeted campaigns for each community, including their unique features in the ad copy.
Optimized a budget for Centex Homes that would ensure the company appeared alongside its competitors.
Incorporated the most popular keywords into the company’s website copy to help improve its search engine rankings.
Provided Centex Homes’ executive team with custom weekly reports that provided a quick analysis of the campaign’s performance and recommendations for increasing qualified clicks.

Results
c21 slashed Centex Homes’ existing pay-per-click budget by $10,000 per month by using popular keywords, specifying property locations, price points and amenities, which resulted in highly qualified leads. Centex Homes’ ads also ranked higher than competitors, generating more clicks. The company repurposed the online ad copy for the website and direct mail campaigns for a truly integrated campaign.

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