HOMEBUILDING IN THE HOT AUSTIN MARKET
Scope of Work
Preserving a rock-solid legacy
Since 1987, Buffington Homes has built thousands of homes in Central Texas and the surrounding areas. Buffington Homes makes a solid commitment to their buyers. They build beautiful homes and live up to the promises they make for quality, delivery and service. Their brand is decidedly local in nature. “We Are Austin”.
From Traditional to Digital
In 2013, Buffington Homes needed a new marketing strategy to replace a heavy investment in traditional advertising. After experimenting with digital marketing and failing to see results, Buffington Homes called Divining Point to build an online brand to reach new home buyers and maintain their standing in the market.
Touch, Tone, Timing
Our approach was comprehensive and consistent at every touch point. We started with a thorough understanding of the Buffington Homes brand and identified the ideal homebuyer. Given the home builder’s legacy in the Austin market, we assembled a messaging strategy that highlighted the company’s status as a locally owned and operated residential construction company.
We established a presence on social media for Buffington Homes, which conveyed a positive and friendly tone to assemble loyal fans. A thorough audit of Paid Search and Display revealed multiple opportunities for improvement, which lead to a complete overhaul of the campaigns used to capture high intent home seekers. This was supported with a steady rollout of backlinks to build search engine rankings for critical keywords.
Every inbound lead needed to be trackable and measured from acquisition to close. Divining Point consulted with Buffington Homes as they switched to a robust CRM platform, and an optimized conversion funnel was created to follow each user from each entry point to lead submission – and subsequently to close.
Additional projects came in the form of stunning photography and videos that catered to first-time homebuyers. By emphasizing the detailed craftsmanship and beautiful design, Divining Point presented the Buffington Homes product as a select yet attainable investment.
Still Number One
Many years later, Buffington Homes continues to rank as a leading provider of homes in the highly competitive and incredibly hot Austin market. Currently, their marketing strategy operates almost exclusively online.
In 2018, Divining Point was responsible for increasing overall traffic to the website by X%. In 2019, that traffic continued to grow by X%. In 2020, despite the Covid-19 pandemic, Buffington Homes saw an X% growth in traffic, which also resulted in an X% increase in sales.