Contact
New home building construction

  • £300m

    in revenue

  • 130%

    growth in buyer enquiries

  • £250k

    monthly media budget

The Challenge

For large homebuilders, marketing must balance two complex commercial realities.

First, housing developments operate as individual micro-markets. Each site has a limited number of homes to sell, varying buyer profiles, and unique local competition. Demand can shift quickly as availability changes or sales targets are reached.

Second, property purchases involve longer decision cycles and trust-led research behaviour. Buyers often spend weeks or months exploring locations, comparing developments and assessing financial viability before making contact.

While the client had strong brand recognition nationally, digital visibility at the individual development level was inconsistent. Marketing activity needed to work harder to ensure the right developments appeared in front of the right buyers at the right time.

Internally, there was also pressure for marketing to demonstrate clear attribution to property sales and revenue generation, not simply traffic or awareness.

“Their previous activity lacked visibility among cold audiences and new users, it was geared solely towards known users. We shifted the strategy to focus on increasing enquiries from new users, knowing that enquiries from known users would stay consistent. We did this for sustainable, longer term growth.”

Sam, Paid Media Expert

What we did

Our Approach

We developed a regionally responsive digital strategy designed to support demand generation across the client’s national portfolio of developments.

Rather than treating activity as a static campaign, the strategy focused on ensuring visibility shifted dynamically alongside sales priorities and housing availability.

Our approach centred on:

  • Aligning digital investment with regional sales priorities and development availability
  • Developed a strategy and clear process to manage development life cycles from “coming soon” all the way to “sold out”.
  • Ensuring prospective buyers could easily discover developments during active research and decision stages
  • Supporting localised visibility across hundreds of regional housing markets
  • Deploying creative messaging designed to resonate with different buyer profiles and life stages
  • Continuously adapting activity to reflect changes in development availability and sales performance

This approach ensured digital activity supported real commercial needs – helping prioritise developments where demand needed strengthening while sustaining visibility across the wider portfolio.

THE RESULTS

The strategy delivered significant commercial impact across the client’s national development portfolio.

  • 300m+£

    in home sales revenue directly attributed to digital activity

  • 130%

     increase in buyer enquiries from paid search activity

  • 250k£

    monthly media investment, responsibly scaled from £8k to strengthen regional visibility

Beyond the headline numbers, the impact was felt across the wider organisation:

  • Marketing became a direct contributor to property sales performance
  • Sales teams benefited from increased enquiry flow across multiple developments
  • Regional marketing activity became more closely aligned with commercial priorities

The strategy helped transform digital from a support function into a core driver of housing demand across the development pipeline.

Ready to unlock your next stage of growth?

If your organisation is reviewing how digital activity supports development visibility, buyer demand and long-term pipeline performance, we would welcome a conversation about how a more strategically aligned approach could support your next stage of growth.

Nikki Ellison Founder of Loom Digital

Nikki Ellison

Founder

Book a call