ABOUT MSME
MSME is a property maintenance & renovation company with a strong focus on leaky homes. Whether it's a small touch up, a targeted remediation or a full house restoration - MSME's team of specialists is ready to help out.
Craig, the founder of MSME has been in the building and construction industry for over 30 years. He founded the company to help Kiwis increase the value of their homes while making them healthier and safer places to live.
What We Needed to Overcome
MSME faced several key challenges that required a strategic marketing approach to overcome:
Lead Quality
MSME's primary goal was to generate leads specifically interested in replacing their entire roofs, rather than those looking for minor repairs like fixing gutters or leaks. This focus required a nuanced marketing approach to specifically target homeowners considering substantial investments in their property.
Premium Service Focus
Additionally, MSME aimed to cater to a market segment seeking of high-quality Colour Steel roofing solutions. This necessitated a marketing strategy that not only highlighted the durability and aesthetic appeal of their Colour Steel products but also differentiated them from standard roofing options.
Target Customer Profile
Financially, MSME was targeting projects with a minimum value of $25,000, focusing on extensive, lucrative roofing contracts. This high-value threshold meant their marketing efforts needed to appeal to a more affluent demographic, capable of making significant investments in their homes.
Geographic Targeting
In terms of Geo, the company's focus was on the Auckland area. This required a localized marketing strategy that resonated with Auckland homeowners' specific needs and preferences, ensuring MSME's services were both relevant and appealing in this market.
How We Approached the Challenge
BlueLight initiated a series of strategic improvements to enhance MSME's digital marketing and lead generation. The process began with an in-depth target audience research, focusing on Auckland homeowners seeking building remediation and property maintenance solutions.
Website Conversion Optimization
A key step was the complete revamp of MSME's website, undertaken by Bluelight. The focus was on showcasing their leaky home remediation expertise and building trust with potential clients. We optimized the site for conversion, ensuring visitors could easily understand their services and request quotes for building remediation 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 MSME, enabling precise monitoring of lead sources and project types. This system was crucial in identifying which marketing channels brought in the highest-value remediation projects vs. smaller maintenance jobs. It also meant we had a tight feedback loop with Craig and could understand which leads were converting to $25,000+ projects and moving the needle in terms of revenue.
Performance Dashboard
To provide MSME 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 (roofing, waterproofing, general repairs). This led to crucial insights, such as identifying which enquiries were high-value remediation 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 building remediation needs. This included specialized campaigns for leaky home repairs, roof replacements, and waterproofing services. We focused on high-intent keywords and created compelling ad copy that highlighted MSME's 30+ years of experience.
