AdMall Data Leads to $150,000 Digital Radio Campaign with Home Designer

BY Adam Ambro
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Challenge: Creating a digital radio campaign for a home designer

Hannah Kaplan, account manager for Bonneville International, was helping her radio division go through an evolution, with a focus on selling more digital radio campaigns, when she came across a local sustainable home designer.

A huge initiative at my [radio] company is to bring in digital advertising money,” said Kaplan. “The [potential client] builds modern sustainable home designs that are customizable and extremely niche.”

The [sustainable home designer] owners specialize in modern sustainable home designs that are customized for their clients. The owners are hungry and want to be the leader in their space. They were limited in targeting new areas around the country and wanted to contact new prospects.”

Solution: Turn to AdMall’s Digital Audit and AudienceSCAN

Kaplan, who is AdMall certified, knew that AdMall’s sales tools would be instrumental in closing the digital radio campaign.

Using digital audit and the AudienceSCAN, we were able to identify their needs and pitch our services to them,” said Kaplan. “The audit helps to understand what digital advertising they were already doing, if any.”

They were sold DTY emails, search engine marketing, and programmatic display.” 

Result: A huge digital radio campaign sales and a happy client.

Kaplan ending up closing the sale with the sustainable home designer for $150,000.

They have been extremely happy with their results and have started to target the right customer,” said Kaplan. “We have increased their hot leads and form fills by over 50%. It was a huge win.”

Kaplan has only been using AdMall for less than a year, but in that time has closed two sales for a combined $200,000. When asked why she would recommend AdMall to a sales rep who’s not using as much as they should, Kaplan kept her advice simple.

I would recommend AdMall because it is a tool that does all of the research for you.”

More about:

The home builder market ranges from small independent firms that build a few houses a year to large companies with a national presence that build thousands of units. Home building may be done on a contract basis with the home buyer, or on a speculative basis. In these cases, the builder constructs homes or subdivisions and then works with realtors to sell the homes. Speculative building is inherently risky and builders may be unable to sell their inventory during times of economic contraction. As a result, builders may heavily market concessions such as upgraded finishes or additional features in order to increase sales.

Home builders work closely with subcontractors that specialize in framing, roofing, plumbing, and electrical work. In tight economic times, home builders may also contract their services for renovation and remodeling projects.

Home building is a cyclical industry and closely linked to general economic conditions. Nearly 70% of U.S. consumers own homes, however those who have purchased homes with sub-​prime mortgages are currently defaulting at a higher-​than-​average rate, so the rate of home ownership may decrease before the current economic cycle runs its course.

Small builders compete with each other, as well as large industry operators that include Pulte Homes, Toll Brothers, and KB Homes. Builders must also compete with other market forces. For example, consumers may choose to continue renting or they may choose to purchase a resale home.

There are approximately 347,000 businesses in the home builder industry, and they report revenue of $95 billion.

Despite the COVID-​19 outbreak, industry professionals predict housing starts will rise in 2021 as a result of a relatively low housing stock and fundamental need for new housing construction.

 AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences and decision-​makers in America. Now in its 13th year, this in-​depth analysis of over 15,500 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,380 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach,) while crafting a message with impact to those who are most likely to buy.