Modern House

Modern House makes factory-quality timber-frame homes using the American MiTek system. Production is aimed at affordable homebuilding outside the city and is based in resort and mountain areas.

A particular feature of the business is the long sales cycle: a house takes at least five weeks to build, and closing the sale and payment can take up to six months after the enquiry.

Location

Resort and mountain areas

Market

Homebuilding outside the city

Industry

Construction and real estate

Scope

Strategy, Advertising, Content

1. 01A long decision and sales cycle — leads must be cheap but good
2. 02Geography matters: the audience lives in, or is looking in, resort and mountain areas
3. 03Working with the sales team and feeding enquiries into AMOCRM
4. 04A focus on affordable, well-built homes outside the city
5. 05Heavy competition and a limited advertising budget

1. 01Built a one-year marketing strategy focused on online activity and warming the audience up gradually
2. 02Ran the company's social accounts end to end: visual concept, content strategy, posts, engagement
3. 03Prepared and launched several advertising strategies for different audience segments
4. 04Set up paid social that delivers a steady flow of leads
5. 05Joined marketing to AMOCRM so that every enquiry is logged and handled in one system
6. 06Optimised the funnel and brought the cost of a lead down

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