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.
An end-to-end CX rebuild for Caydon delivered 48% profiling page conversion and 18% appointment page conversion through automation.
Simonds Homes is one of Australia's most established home builders. Simonds entered a joint venture with Atlas to expand into Western Australia: a new brand that would operate under the Simonds instance and follow the existing sales and marketing playbook, but that had to remain completely separate from the core business for legal and operational reasons. The Garden was engaged to design and build that environment inside Simonds' existing HubSpot instance.
A Pardot implementation with progressive profiling lifted Adenbrook Homes' buyer data points 250% and keeps delivering 8% more sales opportunities.
Advanced nurtures across 12 Ingenia Lifestyle communities influenced 130+ opportunities and $500K+ in pipeline, with a 47.91% re-engagement open rate.