How do you generate qualified enquiries for a self-build or construction brand?
By reaching self-builders, homeowners and specifiers with the right message at the right stage, then removing friction on the way to an enquiry. We plan and buy media for construction and built-environment brands across paid search, digital display, specialist print and conversion work. For Welsh Oak Frame, we lifted customer leads by 64% year on year.
Who this is for
Marketing leads at housebuilders, timber-frame and self-build brands, product manufacturers and construction businesses selling to both homeowners and the trade. If long buying cycles and high-value enquiries define your year, this is work we know well.
Why Route
Because built-environment purchases are considered and specification-led. We plan for long research journeys, use specialist self-build and trade media alongside search and display, and pair it with conversion rate work so more of the demand you pay for becomes a real enquiry.
Our experience in the built environment
We work with housebuilding, construction and built-environment brands that span both consumer and trade audiences. These include Welsh Oak Frame, Premier Kitchens and Bimstore.
Welsh Oak Frame, a bespoke timber-frame housebuilder, is our flagship example. Combining paid search, digital display, specialist self-build print and conversion rate optimisation, the campaign increased customer leads by 64% year on year, decreased cost per lead by 46% year on year and lifted average sale value by 40% year on year. The work won Best Property and Construction Campaign at the Prolific North Marketing Awards 2021 and Best Low Budget Campaign at the Northern Digital Awards 2021.
As their group marketing manager, Rebecca Pritchard, put it, "Darren, Ben and the team at Route took the time to truly understand our business and most importantly our clients."
Related work
Welsh Oak Frame - self-build growth
+64%
Customer leads, year on year
Specialist print, digital display and paid search reaching people planning a self-build home.
Read the case study
Welsh Oak Frame - Building Dreams
+85%
Design appointments, 2020 against 2019
The pandemic pivot that turned a locked-down year into record design appointments and contract growth.
Read the case study
RIBA - site signboards
+41.5%
Month-on-month rise in signboard sales, February to March
A four-week LinkedIn, Meta and Google search test building awareness of rebranded site signboards among RIBA's chartered members.
Read the case study
Real estate & property
Buying or renting a home is a search-led decision. See how we help property and real estate brands get found the moment buyers start looking.
See real estate workCommon questions
Can you reach both self-builders and the trade?
Yes. We plan separate audience and channel strategies for consumer self-builders and for specifiers and the trade. We use specialist print, search and display so each group sees a message pitched at the right stage of their decision.
How do you handle long buying cycles?
We plan for them. Built-environment enquiries can take months to mature, so we run awareness and consideration activity alongside capture and measure cost per qualified lead rather than clicks alone.
Do you improve the website as well as the media?
Where it helps. For Welsh Oak Frame, we paired media with conversion rate optimisation because paying for demand only works if more of it turns into a real enquiry once it reaches your site.
What kind of results have you delivered in this sector?
For Welsh Oak Frame, we increased customer leads by 64% year on year, cut cost per lead by 46% year on year and lifted average sale value by 40% year on year - work that won two awards in 2021.
Growing enquiries for a construction or self-build brand?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief for the quickest response.