8,000% ROI over three years for Park Home and Property Developer from Exubra's Inbound Marketing expertise
South East-based Leisure Parks Luxury Living (LP) is one of the country’s leading property developers of fully furnished, luxury homes. Leisure Parks Luxury Living’s partnership with Exubra began at a critical point in their marketing timeline. The organisation was aiming to adapt their methods to the digital era, taking a share of the potential customer base online which reflects their status as a market leader.
They required holistic, inbound marketing support from Exubra – the leading inbound marketing and branding agency for construction and property development – covering areas from inbound marketing to Hubspot integration, branding, website design and build, Facebook advertising and search engine optimisation (SEO).
Despite being a leader in their field, LP were not satisfied with the number of quality leads they were generating online. Prior to working with Exubra, most leads were obtained through offline channels.
This issue posed Exubra a challenge in a number of key areas. Website traffic was low and needed to be increased. The quality of the leads generated through the website needed to be high. Brand awareness among LP’s target audience needed to be strengthened and a social media presence had to be created and developed. Exubra were also tasked with engendering a shift in the direction of marketing to better encompass their target audiences.
Exubra started out by creating a marketing strategy which was based on LP’s biggest value propositions; its Home Exchange Scheme, the ‘buyability’ of its homes, the quality of its Country Parks, and the serenity of the locations in which they lie.
A period of thorough evaluation, including the identification and creation of LP’s ideal buyer personas, preceded the creation of a detailed inbound marketing strategy. This strategy included the creation of a blogging platform and a series of lead nurturing campaigns. Generation of new content pages provided a ‘double hit’ of both SEO value and engaging their buyer personas, including educational guides and country park brochures.
The entire LP website was given an ‘SEO refresh’ to improve its standing in organic search results, and carefully placed call to actions around the site smoothed the customer journey while enhancing the ‘sales funnel’.
The targeted distribution intended to strengthen branding and increase awareness was scheduled and executed using timed emails to leads to encourage conversion.
A Facebook specific marketing campaign optimised all LP’s pages on the network, and ensured a healthy flow of regular content, alongside targeted paid campaigns to promote blog resources, ebooks and guides.
Every campaign Exubra undertook on behalf of LP was monitored, evaluated and updated constantly in order to continually improve and sustain the quality of leads.
Within the first three months of the partnership, Exubra grew the web traffic on the LP website, and more importantly, converted leads to customers with sales generated reaching £500,000. Over a three year period an 8,000% return on investment has been generated by Exubra.
Due to the quality and context of the content generated, to improve conversions, the lead quality was significantly increased which led to more conversions to sales resulting in revenue generation upwards of £8m.
Among Exubra’s achievements over the long term are:
- 8,000% ROI over three years
- 890% increase in the number of marketing qualified leads within the first 6 months
- 630% increase in the number of sales qualified leads
- 620% increase in web traffic
- 480% increase in organic traffic
“Exubra is, without doubt, an expert in digital marketing and inbound marketing! They have delivered amazing returns on investment over and above our wildest expectations. Their grasp of our goals and objectives and their commitment to our business is exceptional. Probably the best results-oriented business engagement experience in years,” says Howard Jones, Leisure Parks Luxury Living.