The Starting Point
Reliant Homes already had active communities, a sales team, a website, CRM, advertising opportunities, and an established market presence. They had a decent foundation, however several pieces were disconnected, lacked optimization, and some needed to be completely rebuilt. Cut Your Brakes helped modernize the operation while day-to-day marketing and sales activity continued, prioritizing changes that could improve visibility, measurement, lead handling, and sales support without disrupting the business.
Core Problems Identified
Four of the highest-impact gaps we identified and addressed.
Dormant Paid Media
Meta ads, Google Ads were not being meaningfully used. Tracking tools like Meta Pixel and Google Tag for GA4 were not in use.
Marketing Did Not Match Consumer Behavior
Website structure, search strategy, lead capture, and follow-up needed stronger alignment with how modern homebuyers research, compare, and make decisions.
Limited Sales Enablement
Sales agents needed stronger buyer insights, communication tools, content, and nurture workflows to support more consistent follow-up.
Brand Presentation Needed Refinement
Inconsistent creative and property presentation made it harder to maintain a polished, recognizable brand across communities, campaigns, and sales materials.
Building the New Marketing Ecosystem
Success required building practical marketing infrastructure that improved visibility, measurement, follow-up, and sales enablement.
-
Implemented and improved Meta Business Suite, Meta Pixel, Meta ads strategy, and retargeting networks.
-
Improved GA4, Meta, and email reporting so performance could be reviewed with more clarity.
-
Executed SEO and website optimization work that strengthened search visibility and the digital buyer path.
-
Ideated, mocked up, and implemented website layout, functionality, and user-flow improvements.
-
Built segmented email campaign strategy to retarget and engage cold prospects instead of relying only on general-list broadcasting.
-
Developed CRM-driven lead nurturing with 20+ email templates, SMS variations, and buyer-readiness messaging.
-
Composed zero-cost, self-guided home tour options to reduce buyer friction and connect digital discovery to physical touring.
Key Performance Outcomes
A few highlights detailing what our custom marketing infrastructure made possible.
Google Ad Clicks (30d)
1.7K
+111.2% MOM
Total clicks from two 30 day campaigns, with a $0.49 CPC.
Weekly Site Users
9K
+750% YOY
Active site users, 7-day high between Dec 2024 – Dec 2025 (per GA4). Previous: 1.2K.
Meta Ads CPC
$0.29
Across 76.8K
clicks
Meta ads maintained sub-$0.30 CPC for over 18 months.
Email Open Rate
30-35%
+15% YOY
Email campaign open rates comparing data, 2024 to 2025. 10% click-to-open rate.
Connecting Marketing to Sales
Marketing infrastructure creates more value when the sales team can actually use the information, tools, and workflows it produces.
-
Trained agents and staff on CRM enhancements, lead nurturing workflows, communication tools, and updated sales strategies.
-
Helped create clearer follow-up paths around buyer behavior and readiness.
-
Improved agent visibility into email engagement and buyer intent signals.
-
Supported leadership accountability workflows so follow-up could be monitored more consistently.
-
Acted as a strategic partner to leadership across technology decisions, marketing priorities, reporting, buyer strategy, and sales enablement.
What Did Our Approach Change?
