Refreshing the marketing funnel for a unique remodeling brand
kitchen & bath CRATE have a unique value proposition: they actually hit deadlines! We built a new funnel to highlight key differentiators.
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The Problem
What the client asked for
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With many marketing tasks distributed to agencies in different timezones - CRATE wanted to get a face-to-face partner.
What we discovered
We found that a volume-first strategy was being employed where a quality-first strategy seemed more appropriate.
Final project scope
The Work
Quality over Quantity
CRATE's product was carrying the team and marketing campaigns were optimized for volume with little to no emphasis on quality. We began optimizing for quality at every turn: increasing friction in lead forms, improving targeting, and disabling Google's Search Network which was leading to a time-wasting influx of spam or low-intent leads.
Laying the groundwork for longevity
To test if our instincts that the kitchen and bathroom remodeling space needed a quality-first approach -we had to be willing to take a hit to the lead volume in order to bring in warmer, ready-to-buy prospects. This meant being ok with a higher cost per click in the interim. The strategy is paying off with a big jump in lead to in-home conversion rate and a sales team that isn't wasting time trying to close tire-kickers.
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Modesto, CA 95354