Two years of data-driven lead generation and conversion

Continuing a successful two-year partnership, The Garden leveraged data to optimise Metro Homes SA's lead generation and conversion funnel, reducing cost per lead and cost per sale over time. These are the results from FY20.

Client: Metro Homes SA
Industry: Property
Solutions: Media & Performance
Services: Lead Generation, Facebook Ads, Google Ads
Region: Australia

Leads generated

1,158

Profiled leads

898

Outbound calls

3,492

Appointment or client follow-up request rate

25.2%

The challenge

Lead volume means little if quality and conversion don’t follow. The job was to leverage emerging call centre technology and channels to optimise Metro Homes’ sales and marketing conversion engine, lifting both the quality of leads generated and their propensity to become sales.

Our solution

Three new elements joined the traditional calling model in FY20. SMS verification on every new lead eliminated bad data and contributed to a 65% phone connection rate. Warm transfers put sales-ready leads straight through to a sales agent on the phone, with sales already attributed to the process. And live chat on the post-profiling confirmation page added another touchpoint, and another chance to book an appointment.

Underneath it all: dynamic profiling capturing product preference and buyer intent, real-time sales alerts, conversion-optimised landing pages, video walk-through display ads, and retargeting of Facebook leads with a book-an-appointment page.

The results

FY20 delivered 1,158 leads with 898 profiled, 3,492 outbound calls, and 25.2% of leads requesting an appointment or client follow-up, sales volume growth that helped carry Metro Homes into the top 4 builders in South Australia.

What our clients say

The Garden devised a smart strategy for finding new clients by providing an extensive and thought-out plan for lead generation. This has helped our company increase our sales volumes, which has enabled us to move into the top 4 builders in South Australia. We highly recommend The Garden if you are looking for a tech savvy professional lead generation company, that can not only boost your leads volumes, but increase your sales numbers.