Key Performance Outcomes
A few highlights detailing what my contributions made possible.
Google Ad Clicks (30d)
1.7K
+111.2% MOM
Total clicks from two 30 day campaigns, with a $0.49 CPC (industry average = $2.30-3.50).
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, 70% below the industry average.
Email Open Rate
30-35%
+15% YOY
Email campaign open rates comparing data, 2024 to 2025. Open-to-click conversion = 10%
Core Problems Identified
Four of the most negatively impactful factors that I found and then fixed.
Dormant Paid Media
Meta ads, Google Ads were not being meaningfully used. Tracking tools like Meta Pixel and Google Tag for GA4 were unequipped.
Marketing Did Not Match Consumer Behavior
Website structure, SEO, and lead capture needed stronger alignment with how new-home buyers research and make decisions.
Limited Sales Enablement
Agents needed modern tools to engage today's buyer and nurturing tactics for consistent follow-up.
Brand Presentation Needed Refinement
The lack of high-quality, consistent media weakened the impact among established local builders.
Custom Infrastructure Highlights
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.
Sales Enablement Impact
Marketing infrastructure only matters when the sales team can use it.
-
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 on marketing direction, software decisions, and sales enablement tools.