12,000% ROI for leisure and property developer with inbound marketing services
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 new 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. 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 buyer personas.
Exubra set about 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 buyer personas, preceded the creation of a detailed inbound marketing strategy which included a Hubspot-run blog and lead nurturing camnpaign as well as new content pages which provided a ‘double hit’ of both SEO value and engaging readers, including educational guides and new 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.
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 the quality of leads.
In the first three months of the partnership alone, Exubra grew the web traffic on the Leisure Parks’ website at a very fast rate, with sales generated reaching a total of £500,000 during this period. Lead quality was improved significantly thanks to the targeted nature of Exubra’s campaigns. Among Exubra’s achievements over the long term are:
- 12,000% ROI
- 620% increase in overall web traffic in year 1
- 480% increase in organic traffic in year 1
- 890% increase in the number of marketing qualified leads within the first 6 months
- 630% increase in the number of sales qualified leads in year 1
- Newly acquired customers for just 1 country park location accounting for 20% of revenue
“Exubra is definitely an expert in the digital marketing and inbound marketing fields! They have delivered amazing returns on investment over and above our wildest expectations. The journey with them has been exceptional, probably the best result-oriented business engagement experience in years,” says Howard Jones, Leisure Parks Luxury Living.