Dennis Family Homes
Dennis Family Homes is run by an Australian family that is proud to build new homes for other families. They have a wide selection of display homes at a number of locations across Melbourne, regional Victoria and southern New South Wales.
They work in a highly competitive market that involves a highly emotional decision over a long period of time.
Dennis Family Homes were looking to drive a large number of people to their website, capture their details and ultimately get them into one of their display homes with a view to purchasing one but had limited resources. Pardot is playing a key role in achieving this goal.
Through Facebook and other means potential house buyers were encouraged to visit the Dennis Family Homes website and enter the Golden Key competition.
Visitors to the website had to navigate through an online interactive tour of their display homes until they found the golden key. Once they clicked on the golden key they entered in their personal details for a chance to win $200 worth of gift vouchers.
As they entered in their details on the website, a Pardot form handler took those details and populated Pardot. Simultaneously the details were sent to the separate database being used for the competition.
The use of an automation rule assigned the lead to a queue and populated the details into Salesforce.com where the lead was allocated to an individual sales person.
The goal however, was to get them into a physical display home. The second part of the competition offered up to $30,000 worth of luxury upgrades at no extra cost for one lucky buyer. To qualify they had to take a unique code and hand it to an onsite sales consultant in a display home when they purchased one of their homes.
The onsite sales consultant then entered them into this secondary competition and was able to take them on a tour of the house and explain its features.
A Pardot drip campaign was set up to nurture all those who had entered the first phase of the competition and encourage them into the second phase.
As the onsite sales team entered names into phase two of the competition the customers were tagged “Golden Key Portal Form”.
A dynamic list ensured they were then suppressed from the drip campaign based on their tag. Tracking of email opens and clicks was also used to exclude people who had read emails to ensure that they were not sent duplicate emails.
“Pardot is an easy, user-friendly and effective marketing tool, resulting in our campaign being really successful. The instantaneous email reporting gave us great data allowing us to see what was working and what was not and be agile. Destined by Design was a huge part of this success.”
Shanti, Marketing Services Manager
Not everyone is ready to buy now. The list of names generated provides a fertile source of future leads to nurture using future drip campaigns. The use of scoring and grading will enable sales to narrow down those worth having additional phone conversations with.
For Dennis Homes this is just the start.