New brand, website and marketing for Latitude Homes
Latitude Homes, approached Smokeylemon in 2017 looking for a ‘one-stop-shop’ for all their marketing needs. A brand refresh and a new website integrated with a CRM system was developed. These were promoted with a marketing strategy in both traditional and digital media. The results have been amazing.
Strategy and results
Wanting to grow business in the regions but lacking a strong marketing strategy, Latitude Homes approached Smokeylemon to develop a holistic marketing strategy that delivered unified communications across different channels and regions in New Zealand, driving customers to the website and their local franchise. What we did: - Branding - website with advanced features - digital campaigns: Google Ads, Facebook Ads, Google My Business, TV On Demand, content marketing, email marketing - video ad production - centralised CRM and marketing automation (SharpSpring) - traditional advertising - radio and press ads.
Leads captured through the website
Online brochure downloads
Average monthly website visitors
Google My Business monthly searches
In addition to these great results, sales growth is up 25% on 2018 and Latitude Homes has added multiple new franchises to the business.
Brand and logo
The brand needed a facelift and a new driving proposition. We organised several workshops with the Latitude Homes team to get to know and understand the brand’s attributes and personality. This led to a core document that would guide every marketing action with consistency across platforms. Our design team suggested a full brand refresh that included refining the existing logo. Latitude Homes’ revised logo maintains the brand values shown in the compass icon but uses a new colour palette and cleaner lines that makes it look modern and uncomplicated, reflecting the needs of their target audience.
New website with custom functionalities
The most important aspect of the new website is its user-friendliness, not only for the front end users but also for the franchisees who can now update content and prices from an easy-to-use interface. It generates brochures dynamically, when a user views a house design and selects a region, they can download a custom brochure with the house plans, price, description and contact details for that region. The site has an advanced search field, social media integration, dynamic sorting of plans, a wishlist and a set of guides for first home builders.
Digital marketing + CRM
The digital marketing strategy includes Google Ads (Display, Search and Youtube ads), Facebook and Instagram ads, remarketing campaigns, email marketing, content marketing, keyword research and search engine optimisation (SEO) on a monthly basis. With a sales and marketing focussed CRM like SharpSpring integrated to the website, the client is able to collect users’ contact details every time they download a brochure from the website. The users will then get a time dependent chain of automated emails with useful information for house building. By collecting this highly detailed contact data, the sales team can manage and contact hot leads to arrange a meeting. Some marketing results: - Facebook likes: The regional Facebook pages were unified into a single national Facebook page that started with 500 followers in 2017. The page now has a growing audience of 7251 people. - Website visitors: 2017: 17,840 > 2019: 386,667 - SharpSpring generated leads: 673 (March 2019) to 7445 (Jan 2020) - around 750/month ongoing.
TV On Demand
As part of the marketing strategy, we developed an ad for TV, TV on demand and Youtube Ads. For the concept, we came up with the idea of a character that was smart, loveable and a little vulnerable. The character also had to reflect Latitude Homes 'core belief' that every Kiwi should be able to afford a brand new home. We took this core belief to a literal level and then started to craft a story that would create curiosity with the viewer, then empathy and finally the feel good factor of seeing our Kiwi safely tucked up at home.