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Redrow

Driving Efficiency and Elevating Brand Impact for Redrow Homes ​

Redrow Homes, a leading UK homebuilder, faced two pressing challenges. They needed to balance sales-focused and brand-building marketing efforts to stand out in a cost-competitive market while improving efficiency. At the same time, their paid search strategy was fragmented across 13 independently managed regional accounts, resulting in inconsistent lead-generation strategies and missed opportunities to capitalize on regional brand awareness.

What we did

We began by understanding Redrow’s customers. Using our Empathy Framework, we uncovered the emotional drivers of key audiences like ‘Growing Families’ and ‘Empty Nesters.’ This helped us craft personalized customer journeys and develop creative concepts that resonated deeply, which we tested in paid campaigns for maximum impact.

 

What we did

To unify their paid search strategy, we conducted a full audit of their Google Ads accounts. We centralized management, introducing campaigns segmented by the customer journey: national efforts to drive awareness and regional campaigns targeting high-intent leads. By streamlining lower-funnel activities, we freed up resources to invest in upper-funnel national brand campaigns, amplifying their reach and taking advantage of lower media costs

The results of this combined strategy were impressive. Redrow saw a 20% reduction in cost per lead and a 26% reduction in cost per net reservation, making their marketing efforts significantly more efficient. At the same time, they achieved a 13% increase in lead generation YoY—all while spending just 50% of the previous budget.

Google’s Performance Max campaigns added even more momentum, driving a 22% increase in leads YoY. Perhaps most notably, Redrow’s national brand campaigns saw a major boost, with 30% of the budget now allocated to brand-building efforts, a significant jump from just 5% in previous quarters.

  • 20%

    Reduction in cost per lead

  • 26%

    reduction in cost per net reservation

  • 13%

    Increase in lead generation YoY

  • 22%

    Increase in leads YoY

Our work

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