D.R. Horton Case Study

The first course of action was to diversify their ad spend. D.R. Horton Nashville had been investing all of their dollars into a single tactic – Google Search. We wanted to keep some of that investment in paid search, but the missed opportunities in other channels were glaring. We launched both social media and display campaigns from day one, and the returns were immediate. A community that had been quite the challenge over the previous few months tripled its sales in the first month we took over. Once a potential home buyer landed on a D.R. Horton community page, they were immediately pulled into the retargeting funnel, so we could serve them ads as they browsed their social feeds and other websites throughout the day. Staying in front of a home buyer, day by day, across multiple channels is one of the single biggest factors in influencing a decision of this magnitude.

Beyond the multi-channel attack, we wanted each community to have its own unique voice. In creating ads for 9 of their Nashville developments, each one had its own creative with property-specific photos and property-specific selling points. This ensured that every user who was served an ad saw the photos and highlights of the community in the neighborhood they were actually interested in.

By the second full month of service, our efforts culminated in the most sales in D.R. Horton Nashville’s history for the month of October. The community that had tripled its sales in our first month carried that momentum forward as the diversified campaigns matured.

We worked closely with the D.R. Horton marketing team, convening on bi-weekly calls and other regular check-ins, to make sure that back-end success with clicks and conversions was corresponding with a healthy number of in-person showings and home sales.