Case Study 02 — New Homes Launch
Regional housebuilder, 320-plot scheme
Pre-launch and launch campaign for a regional housebuilder that filled the buyer database six months ahead of release.
The brief
A regional housebuilder needed to fill the buyer database for a 320-plot scheme launching nine months out. Previous launches had struggled to convert pre-launch interest into reservations on release day.
The approach
We ran a phased programme — awareness via CGI-led display and YouTube pre-roll, intent via Google search and Meta lead ads with geo-targeted audiences, and capture via bespoke pre-launch landing pages tied to a CRM nurture sequence.
The results
The database hit its 12-month target in six months. On release day, 47% of phase-one reservations came from the pre-launch list. Cost per qualified lead fell 31% versus the previous comparable launch, and the campaign won a national industry award.
Why it worked
Phasing matched the scheme lifecycle, creative did justice to the CGI, and tracking joined every touchpoint from impression to reservation. The sales team had a warm, well-segmented database to work from rather than a cold list on launch day.
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