San Diego is saturated with general contractors so it is very difficult to stand out among the crowd.
With so many contractors advertising on the radio, TV, billboards and print homeowners have difficulty remembering which contractor they originally spoke with or prefer.
New Service & Zero Presence For It
ADU’s or Granny Flats are all the trends and what San Diego homeowner’s are going crazy for in 2020 due to new building regulations and a limited supply for housing. SJB Construction Inc. say a high demand for pre-existing customers inquiring about Granny Flats so they knew they had to start to attract new customers for the service. The challenge was Google takes time to rank for keywords and they did not even have a landing page on their website to reference the new service.
SJB Construction Inc knew they primarily wanted to specialize in second story room additions, room add-on’s and granny flats. The original challenge was they were getting leads for bobcat services, bathrooms and kitchens as well as the above. This was bring the wrong jobs and absorbing time that should have been dedicated to the primary services.
Personalized Touch & Branding
Due to the challenge of market saturation, we wanted to present SJB Construction Inc. for it’s unique selling point to homeowners, and this was the fact it was a family owned and operated company with a trusted reputation. We added a pixel to the website so we could re-target website visitors with a personalized video later on Facebook. This helped the company stand out in a crowded market and increased brand recall so homeowners were reminded of SJB again on social media.
SEO & Remarketing
Employing a correct SEO strategy for over a year brought exponential value building the company as a true authority home builder. Much of the campaign was focused on what homeowners would want to ask before they started a project (Costs, Regulations, etc.). We build out extensive articles to educate and inform prospects. We also ensured any visitor who would land on the website organically through search could be cookied and we could present our ads later to them to remind them of services. We blended those ads by display, video, etc on different platforms such as YouTube, Facebook, etc.
Extensive Research & Content Guide
We explored all possible search queries users would type into Google and then some. We wanted to build such a robust guide and content around the new service of Granny Flats that the search engine had no choice but to rank our content on page 1 above all other results. We researched and built out a content guide that took over 30 days to even begin framing the content prior to having our writer start. This ensured we could strategically show up for every keyword whether it was broad or long tail in the search engine related to ADU or Granny Flats. Once we published the guide we then ran instant traffic to increase visibility and reached out to other websites to have them share and link to our resource for their audience – which greatly helped SEO.
Google Featured Answer
With the SEO emphasis above we were able to achieve several featured answer boxes in Google. This is very difficult to do but makes SJB Construction Inc. look like a true authority in the niche.
Increased leads and targeted the right leads by finding new visitors and re-engaging them.
Page 1 Keywords
Over 300 keywords indexed in Google related to new Granny Flat service and many rankings directly on page 1 to get more users/customers on website.
Note: This campaign required a great deal of customization, experimentation, time and resources to achieve all results.