Every day, you and your team do invaluable work. Apart from designing and creating houses that become homes, you provide a seamless process that makes the homebuying experience easy and enjoyable. But showing up where buyers are is another job in itself. With the right digital tools and tactics, you have the opportunity to maximize your online presence during all stages of the search process, so that buyers become aware that you’re the right choice. You already have the value — now you need the visibility.
With Group Two’s digital marketing services, we’ll bring your brand to the next level and convert browsers to buyers. We combine cutting-edge digital expertise, sophisticated audience targeting, and a deep understanding of what motivates buyers to take action online, to increase your web leads and maximize your online presence. We reach buyers online through an effective mix of paid search, remarketing, programmatic display advertising, and video advertising, as well as hyper geo-targeted campaigns through GPS, geo-fencing, mapping applications, and more.
Whether you’re pre-selling a new home community or selling inventory homes, your dedicated digital team will develop a tailored strategy to give you a competitive edge in your market. Your campaigns will be driven by analytics and data, and will leverage the latest in demographic, behavioral, and intent targeting, and will be based entirely on your specific sales goals and target demographics.
With our Premier Google Partner badge, signifying that Group Two is recognized by Google as a leading agency for developing and maintaining successful online advertising campaigns for homebuilders, we’re equipped to position your brand in front of the right buyers.
Our core strategy consists of paid search, intent-based Google Display Network, remarketing, and conversion tracking. Your digital marketing team will also send you a detailed report every month with key performance indicators, insights, and trends accompanied by analysis and recommendations.
Google: If the words that users type into Google — whether on a desktop, tablet, or smartphone — match your keywords, your ad can appear above the organic (non-paid) search results. You only pay when someone engages with your ad (for example, by visiting your website or calling your business). With thousands of “new home” searches per day on Google, you can make sure potential buyers notice your brand, consider your homes, and take action.
Bing + Yahoo: Bing Search, combined with it’s partner Yahoo!, controls almost 30% of the desktop U.S. search engine market. While Bing is often viewed as an afterthought by many advertisers, it’s a highly effective source of targeted traffic that averages a 20% lower CPC vs. Google. It’s also particularly effective in reaching an active adult buyer since it’s average user is older vs. Google’s. Bing also has the added benefit of LinkedIn data allowing builders to adjust keyword bids on a searcher’s company, job function, and industry.
With millions of websites, news pages, blogs, and Google-owned websites like Gmail and YouTube, the Google Display Network reaches 90% of internet users worldwide. With specialized options for targeting, keywords, demographics, and remarketing, you can reach more buyers by encouraging them to notice your brand, consider your homes, and take action.
Banner Ads: Banner ads consist of static image, dynamic, or animated ads that show up to buyers as they browse the internet.
Gmail Ads: Gmail ads can be saved, forwarded, and expanded in a user’s Gmail inbox.
Video Ads: Video ads target buyers on YouTube and partner sites with a variety of ad formats
In-Market: In-market targeting is a way to connect with buyers who are actively researching new homes across Google Display Network partner sites and YouTube. To qualify a user as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits.
Affinity | Custom Affinity: Affinity targeting analyzes buyers’ overall interests, passions, and lifestyle to get a better sense of their overall identity. This can be used to make bid adjustments for individuals who are more likely to fit your buyer profile.
Custom Intent: Custom intent is used to define and reach your ideal audience based on the websites they visit, such as your competitor’s. Custom intent audiences allow you to go beyond pre-defined audience categories and create audiences that are specific to your buyer using keywords and website URLs that your buyers likely search for and/or visit.
There are several different ways to remarket to past prospects. Two of the most effective for homebuilders are site retargeting and CRM retargeting. Group Two takes a strategic approach to reaching your prospects across ad networks and on social networks re-engage them with targeted messaging to stay top of mind during the home buying decision process.
Site Remarketing: Remarket to prospects who have been to your site by serving targeted ads based on site behavior and engagement.
CRM Remarketing: Sync online and offline remarketing campaigns. Use phone numbers, addresses, and email lists to serve targeted ads online to prospects. Group Two can also complement direct mailers by uploading mailing addresses and serving digital ads to direct-mail recipients via addressable geofencing for a multi-channel approach.
Conversion tracking allows you to see which keywords, ads, ad groups, and campaigns are performing best, optimizing campaigns accordingly for maximum performance.
Calls From Ads: This kind of conversion tracking tracks a call as a conversion when it lasts longer than a set minimum length (60 seconds). This way, you can filter out shorter calls that do not lead to valuable actions.
Calls From Website: Similar to “calls from ads,” this kind of conversion tracking tracks a call as a conversion when it lasts longer than a set minimum length (60 seconds). Group Two will install a piece of code that will dynamically insert a Google call forwarding number to replace your existing phone number if the traffic originates from Google Ads
Contact Form Submissions: This kind of conversion tracking tracks contact form submissions from Google Ads. Live chats are also tracked when available.
Geo-Fencing: Group Two uses cutting-edge geo-fencing technology specifically built for homebuilders to provide the most accurate buyer targets available to capture mobile devices and deliver your ads.
OTT: With Group Two’s advanced OTT offering, you can reach buyers streaming premium long-form content on both the big screen in the living room and small screens with household-level precision, unmatched targeting, and advanced attribution.
Serve 15-30 second video ads pre-roll, mid-roll, and post-roll on the most popular TV channels and shows, including live sports.
A non-skippable, immersive content format allows you to engage with a unique audience that is committed to the content they are consuming.
While many OTT providers inflate metrics with skippable autoplay ads on low-quality free content, Group Two only places your video on non-skippable long-form premium content.