How Maronda Homes Improved Lead Quality Without Increasing Budget

Maronda was attracting in-market buyers. They just weren’t the right match for the inventory price point.

The community had sold down its $600,000 homes and was left with luxury inventory over $1 million. The paid search campaigns kept buying the same audience they always had. Engagement stayed strong, traffic stayed steady, and almost nothing converted.

Audience Town showed Maronda the household income of the visitors each keyword was delivering. They rebuilt the creative around the million-dollar homes, cut the keywords bringing the wrong audience, and moved that budget to the ones bringing buyers who could actually close, without raising the spend.

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The challenge: Low conversion rates, and no way to diagnose them

Maronda’s community had successfully sold most of its inventory for one of its new construction communities. This community featured single-family homes in the $600K–$1M+ range.

Initially, Maronda’s marketing strategy focused on promoting their last $600,000 home, aiming to cast a wide net. This strategy worked. However, after some time, there was only one $600K home left; the remaining properties were primarily luxury homes priced over $1 million.

Despite strong engagement with their ads and steady website traffic, Maronda noticed that these new leads simply weren’t converting and didn’t know why. The standard Google Ads and listing site reporting didn’t provide the clarity they needed to diagnose the issue.

As an Audience Town customer, they were able to access detailed consumer attributes not available anywhere else and gain a clearer picture of the people interacting with leads. The Audience Town platform allowed them to see what factors were driving the relatively low conversion rates.

The inventory had changed. The audience the campaigns were buying had not.

The solution: A data-driven approach to improving marketing performance

Maronda used Audience Town to analyze their community’s website traffic. They specifically looked at the consumer demographics, including the financial profile, of the traffic generated by paid search ads. This analysis revealed a crucial truth: the incoming paid search website traffic’s average household income didn’t match the million-dollar price tag of most homes.

This is a nuance that plagues a lot of home builders. It’s not hard to find people interested in purchasing a home; it’s incredibly difficult to attract the right audience for your properties. Failing to do so results in wasted marketing spend, frustrated sales people, and slower sales.

1. Creative Realignment

The team adjusted their ad creative to prominently feature the $1M+ properties.

2. Keyword Optimization

With Audience Town’s platform, Maronda identified the paid search keywords driving qualified traffic.

They turned off the keywords driving the wrong audience and reallocated the budget to keywords that were attracting visitors who could feasibly buy the million-dollar homes.

The results

Better leads, same budget

Within weeks of implementing these changes, Maronda observed a marked shift in their website traffic demographics. The Audience Town platform provided clear metrics showing an influx of qualified leads better matched to the luxury homes.

01 Improved Lead Quality

A significant increase in prospective buyers with the financial capacity for million-dollar homes.

02 Reduced Ad Spend Waste

They were no longer spending their valuable advertising budget on attracting unqualified leads, which optimized marketing budget efficiency and ROI.

03 Accelerated Sales Cycle

Better-matched prospects led to quicker conversions and reduced time-on-market for luxury properties.

Know Your People, Sell More Homes

By leveraging Audience Town’s transformative marketing analytics platform, Maronda Homes successfully pivoted their strategy to align with their current inventory, resulting in enhanced lead quality and improved sales performance for their luxury properties.

When you truly know your audience, you can market to them better and sell more properties.

Maronda Homes’ experience underscores the importance of agile marketing strategies that can adapt to changing inventory and market conditions. It also highlights how precise targeting, enabled by platforms like Audience Town, can transform marketing effectiveness in the competitive home building industry.

Be a Better Marketer With Audience Town

Contact sales@audiencetown.com to get your account set up and start analyzing your audiences now.

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