ABOUT DBS RESIDENTIAL
DBS Residential is a premium residential building company specializing in new builds, renovations, and leaky home recladding. From bespoke new home construction to complex renovations, their team of skilled craftsmen delivers quality workmanship across Auckland.
Operating from their North Shore base, DBS Residential serves the wider Auckland region - from Orewa in the north to Kumeu in the west. They pride themselves on personal service and being a local, family-owned business rather than a faceless franchise.
What We Needed to Overcome
DBS Residential faced several key challenges that required a strategic marketing approach to overcome:
Lead Quality
DBS Residential's primary goal was to generate leads specifically interested in substantial building projects - new builds, major renovations, and leaky home recladding - rather than small maintenance jobs. This focus required a nuanced marketing approach to target homeowners considering significant investments in their property.
Premium Service Focus
Additionally, DBS Residential aimed to cater to a market segment seeking high-quality, custom-built residential solutions. This necessitated a marketing strategy that highlighted their bespoke craftsmanship, personal service approach, and differentiated them from larger, impersonal building companies and franchises.
Target Customer Profile
Financially, DBS Residential was targeting projects with a minimum value of $25,000, focusing on substantial new builds, major renovations, and comprehensive leaky home recladding. This high-value threshold meant their marketing efforts needed to appeal to homeowners capable of making significant investments in their properties.
Geographic Targeting
In terms of geography, the company's focus was on the wider Auckland region - from Orewa in the north to Kumeu in the west. This required a localized marketing strategy that resonated with Auckland homeowners' specific needs and preferences, ensuring DBS Residential's services were both relevant and appealing across these diverse markets.
How We Approached the Challenge
BlueLight initiated a series of strategic improvements to enhance DBS Residential's digital marketing and lead generation. The process began with an in-depth target audience research, focusing on Auckland homeowners seeking new builds, renovations, and leaky home recladding solutions.
Website Conversion Optimization
A key step was the complete revamp of DBS Residential's website, undertaken by Bluelight. The focus was on showcasing their premium building services - new builds, renovations, and leaky home recladding - and building trust with potential clients. We optimized the site for conversion, ensuring visitors could easily understand their quality craftsmanship and request quotes for substantial building projects. Every website visitor is valuable and we ensured that most visitors find what they are looking for and reach out for a quote.
Lead Tracking System
We implemented a comprehensive lead tracking system for DBS Residential, enabling precise monitoring of lead sources and project types. This system was crucial in identifying which marketing channels brought in the highest-value building projects vs. smaller maintenance jobs. It also meant we had a tight feedback loop with the DBS team and could understand which leads were converting to $25,000+ projects and moving the needle in terms of revenue.
Performance Dashboard
To provide DBS Residential with real-time performance insights, we created a custom performance dashboard. This tool tracked key metrics like lead quality, project values, and conversion rates from different service areas (new builds, renovations, leaky home recladding). This led to crucial insights, such as identifying which enquiries were high-value building projects versus lower-value maintenance requests, allowing for better resource allocation.
Google Ads Campaign Management
We set up and managed a comprehensive Google Ads campaign targeting Auckland homeowners with residential building needs. This included specialized campaigns for new home builds, major renovations, and leaky home recladding services. We focused on high-intent keywords and created compelling ad copy that highlighted DBS Residential's quality craftsmanship and personal service approach.
