Harbor Homes (Multi-Market Home Builder) North America (4 metros) 6 months
Real Estate Lead Generation
312% increase in qualified leads
A multi-market home builder was running Google + Meta Ads across four metros with no unified tracking. Every regional office had different reporting, budget decisions took weeks, and no one could confirm which campaigns were driving actual appointments and sales. Ransen rebuilt tracking, launched geo-targeted campaigns, and shipped a CRO program that tripled booked appointments in six months.
+312%
Qualified leads
3.1x
Booked appointments
-54%
Cost per appointment
+41%
CRM close rate
The Challenge
- Four regional offices ran four different Google Ads + Meta accounts with no unified conversion tracking.
- Landing pages were built by the developer of each project; conversion rate ranged from 0.8% to 4.2% with no consistent CRO logic.
- Marketing reported form fills; sales tracked booked appointments; nobody agreed which number represented reality.
- Rising CPMs in home categories were pushing per-lead cost 3x industry benchmark.
Our Approach
- Consolidated four Google Ads and four Meta accounts into a single MCC with geo-tiered campaign structure per metro.
- Deployed server-side tracking with offline conversion imports from the CRM back to Google Ads and Meta.
- Rebuilt landing pages on a shared component library with A/B testing baked in; ran 22 experiments across the 6-month window.
- Introduced weekly cost-per-appointment reporting tied directly to the CRM — killed the metric ambiguity between marketing and sales.
The Results
- Qualified leads grew 312% within the six-month program with a 54% reduction in cost per appointment.
- Booked appointments tripled (3.1x) as landing page conversion rate climbed from 1.6% to 5.4% blended.
- CRM close rate lifted 41% because bid signals now optimized to booked appointments, not form fills.
- Regional office reporting standardized to a single weekly view — budget decisions now happen in a Monday call, not a Slack thread.
Google AdsMeta AdsCRO
