Rebranding + SEO
In 2019, Rob Lacher, the owner of Lacher Construction, expressed concerns, stating, "we're not being discovered online, and when we are, the leads usually come from individuals looking for lower prices than we provide." This indicated a problem with both the quality and quantity of leads. In short, after six months of collaboration with Rule Marketing Group, Lacher Construction not only achieved a top-three ranking on Google for key phrases like "luxury home builder" but also saw an improvement in lead quality. They ended up fully booked over a year in advance.
To elaborate, Lacher Construction specializes in custom homes, offering unique designs without templates. This differentiates them in the market and appeals to a wealthier clientele, necessitating a brand and messaging overhaul. We updated the logo, redesigned the website to convey a sense of "luxury," and revamped the content and layout to emphasize the company's value and showcase their work. Incorporating five-star reviews throughout the site was essential, as credibility is crucial for significant investments. We also focused on local SEO by refining existing citations, optimizing Google My Business, generating new citations, and engaging with current Google reviews. The outcome was an enhanced customer experience that encourages more inquiries, with conversion rates consistently exceeding 5% across all digital platforms.