Starward Homes is one of the oldest home builders in Ontario, Canada with more than 100 years of experience passed down through four generations. A key factor in Starward’s success is an ongoing commitment to continuous improvement in design, construction, and service.
Starward Homes approached the Bokka Group to evaluate the effectiveness of their online and offline marketing in attracting, engaging, nurturing and converting prospective buyers.
Starward’s existing marketing program was based on a blend of marketing channels including print, television, radio, signage (including billboards), direct mail, and online.
The multi-tiered approach created multiple buyer touch points including phone and web, making true conversion and ROI tracking a challenge. Starward needed a comprehensive analysis of how each channel performed independently as well as in relation to the entire marketing program. Beyond initial buyer touch points, Starward wanted to better understand how prospective buyers were interacting through each stage of the sales funnel to assess their current cost-per-lead and cost-per-sale.
We conducted an in-depth discovery and analysis of current marketing efforts that incorporated a 360-degree view of online and offline marketing initiatives. The comprehensive analysis included:
Using the data insights from the assessment, we were able to identify opportunities and formulate recommendations that enabled Starward Homes to:
Using our assessment and strategic recommendations as a blueprint, the Bokka Group, and Starward Homes used the data-driven insight to create a partnership approach for ongoing digital marketing initiatives. This managed marketing approach enabled Starward Homes to identify and respond to marketing opportunities quickly to optimize conversion, increase ROI, and lower marketing costs, something every builder strives to do.
“I’ve pulled my hair out trying to understand where my marketing dollars are going. With Bokka, I now understand.”