Back in February, California passed a $10,000 new home tax credit. This was a big deal for potential homebuyers, yet it’s rules were misunderstood. There were very few resources willing to put aside industry speak and break it down.
This lack of information in the general marketplace provided an opportunity for Brookfield to brand itself as a leader by providing the information people were seeking out.
Steve Doyle, President of Brookfield Homes San Diego, followed the news carefully and immediately upon the official word, wrote a blogpost clearly defining the details of the tax credit. Now pay attention because this is where we take full advantage of the opportunity: the same day, we purchased a set of keywords (i.e. CA new home tax credit, 10,000 tax credit) and developed relevant ad text which clicked through to his post. With the traffic from organic search and the complimentary paid search campaign, we were able to achieve outstanding results:
In a two week time span, the ad group achieved an average of a 6.2% clickthrough rate, and blog traffic increased by 250%, 80% of which were new visitors. And our average cost per click was well under $1. These are truly outstanding results.
Here are some key takeaways:
Although the campaign was short-lived, we were able to successfully position Brookfield Homes as the expert and gain exposure as a leader in the industry.