Nurturing home buyers from first click to contract
- Client
- JG King Homes
- Industry
- Property
- Solutions
- Marketing Technology
- Services
- Marketing Automation, CRM, Integrations
- Region
- Australia
The challenge
Between June 2018 and March 2019 the program had three jobs: increase automated communications to the JG King Homes database, bridge marketing and sales through lead scoring, an optimised Salesforce instance and a sales alert strategy, and create a seamless online-and-offline experience that lifted lead velocity and reduced fallovers.
Our solution
It started with an audience and persona mapping workshop with stakeholders across the business, feeding a customer experience and content mapping strategy aligned to JG King’s Salesforce instance. Email templates and content were segmented by buyer type and Salesforce stage, and purpose-built video and blog content demystified the new home build process with persona-based testimonials.
Lead scoring in Marketo tracked demographic, intent and behavioural data as leads moved through the nurtures, while sales alerts and Marketo Insights inside Salesforce gave consultants visibility of high-scoring leads and the actions behind them. Appointment booking flowed straight through to our call concierge team for streamlined qualification, completing the bridge from marketing to sale.
The results
The automated communications supported the sales team through every stage of the buyer journey, freeing them to focus on the sale of today, while prospects engaged with content tailored to their segment and stage, a first-class online experience personalised to each buyer.
What our clients say
Through our partnership with The Garden we have implemented and fully leveraged marketing automation through Marketo. This allows us to deliver a first class online customer experience that's personalised to our customer based on stage in their purchase journey and by buyer type, improving efficiencies across both our sales and marketing teams. It's just one element of the holistic lead generation and nurture strategy executed by The Garden to improve conversion through our sales funnel.
Featured case studies
Our measure of success is yours.
A Salesforce migration cut Traders in Purple's campaign production time 80%+, with email results nearly doubling industry benchmarks.
A ground-up Salesforce implementation for Sunkin: $150M+ pipeline managed, five lead sources integrated, 100% of data migrated.
HubSpot-Salesforce integration and automated nurtures influenced a $12M+ pipeline for Lincoln Place, with email near-doubling benchmarks.
Advanced nurtures across 12 Ingenia Lifestyle communities influenced 130+ opportunities and $500K+ in pipeline, with a 47.91% re-engagement open rate.