David Weekley Homes
Enabling an innovative nationwide homebuilder to become a marketing pacesetter.
Client
Location
Texas
Services
Integrated Marketing Assessment and Recommendations
Situation
Having worked together for nearly a decade, C&C designed a customer marketing assessment and roadmap for David Weekley Homes in 2017, with a focus on primary digital channels of impact for the brand. While this allowed DWH to become an industry marketing leader, the real estate category has been rapidly evolving and innovating over the past several years. DWH partnered with C&C to re-audit the brand’s marketing approach and make strategic recommendations on areas of impact in 2019 and then build on that strategy again in 2022.
Challenges
DWH is a national brand with localized marketing needs. This inherently creates fragmented strategies, from market nuances to audiences to content to tactical executions. DWH is active and efficient across digital platforms, but needed to prioritize channels and identify and leverage new technology to scale growth and mature the marketing approach.
Solution
DWH partnered with C&C to fully audit their marketing communications approach, focusing on personalization, enterprise technology, organizational structural needs, channel level opportunities, and tactical area prioritization to scale brand impact.
C&C identified seven marketing pathways to audit, trendspot, and strategize, including paid media, content and creative, social media, owned messaging channels, SEO, lead gen and automation, and customer service. For each “node”, i.e., channel or distribution tactic, C&C employed a 6 week sprint, using a customized maturity map to guide the DWH and competitive landscape audit and strategy methodology. Additionally, C&C supported KPI development and measurement frameworks to allow the DWH team to assess channel strategies and pivot as needed.
Results
Through the channel-level analysis, C&C uncovered consistencies that laddered up to brand-level opportunities and barriers. This approach allowed C&C to identify patterns and design solutions for structures and strategies at the business level to lean into the whitespace.
C&C identified themes as the primary areas of focus and designed custom tactics for each team to prioritize over the next 12 months to propel methodical, defendable goals and objectives.
Since C&C’s initial engagement with DWH, the brand significantly increased their marketing spend, signifying the strategies are efficient, effective and scalable.
