Frankel Building Group

The leading custom home builder in Houston sought Integrate to promote their repertoire of brands, establish Frankel as an industry-leading company and grow their customer base.

The Client

Frankel Building Group is a full-service design-build firm in Houston, Texas that has been creating LEED-certified, fully customized dream homes across the Greater Houston Area for more than 30 years. They hired Integrate in January 2019 to help share the message of the ultimate customizations available, while also communicating the benefits of their other businesses, including BuildFBG, a streamlined and efficient curated home build process focused on base design plans that can be custom tailored based on the client’s needs and lifestyle; Avea Pools, Frankel’s newest venture; and its two development projects in The Woodlands.

The Obstacle

Through an in-depth audit, we discovered that although the website was compelling in visuals, it wasn’t providing enough relevant content to speak to the needs of the user and answer any question about each part of the business. To combat this, Integrate developed a conversion-oriented website and unique sites for each business line to allow us to market each business uniquely.

The Approach

First, each site’s messaging, design and general layout needed to be updated to attract each unique audience. By strategically dividing the Frankel Building Group brand into multiple branded websites (Frankel Building Group, BuildFBG and AVEA Pools) to each attract their own audiences, this allowed us to split and expand each individual brand correlated with consumer demand for those products and services as well as the segmentation of our audiences in order to deliver hyper-targeted messages. This translates to more leads and a smoother sales process.

On each page, we emphasize that our streamlined design experience is focused on minimizing risk and eliminating stress from building a dream home. The entire site was built with the user experience in mind to ensure that potential clients are encouraged to click around, learn more and reach out to schedule their first consultation. With professional consultation, key areas of focus while designing the site included:

  • Search engine optimization to capture portfolio custom build clients
  • Graphics and gallery images throughout
  • Video testimonies from real clients

Once we developed unique sites for each business line, we started delivering highly targeted ads to each specific audience. Additionally, we started incorporating search engine optimization (SEO) into the 5 newly designed, conversion-oriented websites. Plus, we started targeting audiences at the place where they’re spending an increasing amount of time – social media. This way, we’re getting right in front of their target audience with the use of paid social ads through outstanding photos of our completed homes.

The Results

While not measurable, there is less confusion from customers when they come in for an initial sales meeting, the #1 goal of the co-presidents. Separating the brands allows their sales team to be more effective in their approach, which benefits the entire organization.

However, we geek out over numbers, so for the data… one month after the site was launched and online marketing was turned on, users increased by 4.15% month over month and new users increased by 6.13%. Year over year, December traffic increased by 25%.

Keyword specific metrics worth noting:

  • Frankel continues to rank on average #1 for “top home builders in Houston.”
  • “luxury custom home builders houston” in the 3rd position.
  • “custom home builder” in the 4th position.
  • “custom builders houston” in the 6th position.