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Home / Case Studies / Welsh Oak Frame - self-build growth

Built environment

How do you reach people planning the home they will build themselves?

By planning around the whole buyer journey. Specialist print, digital display and targeted paid search grew Welsh Oak Frame's customer leads by 64% year on year, while the cost of each lead fell by 46%.

Brief us on a similar campaign
Oak-framed self-build home at dusk, its full-height glazed gable lit from inside above a terrace with an outdoor sofa and a fire table

The work

Welsh Oak Frame's clients dream of building their own unique home. They have exacting standards and want beautiful, tailored self-build packages, coupled with design and engineering excellence. Our task was to reach those contemplating a self-build home and guide them along their path to purchase.

Understanding the customer came first. We spent time talking to the Welsh Oak Frame team, mapping customer touchpoints and contextualising the buyer journey. We studied the search environment of people contemplating a self-build project, and the geographical hot spots across the UK where the market is flourishing.

That understanding shaped a targeted paid media campaign, tailored to the right audience to minimise wastage and maximise return on investment. It combined specialist self-build consumer print titles, digital display advertising in key online environments and a targeted pay-per-click strategy. We analysed campaign data continually to optimise delivery, and advised on website structure and design to improve customer conversion.

+64%Customer leads, year on year
-46%Cost per lead, year on year
+40%Average sale value, year on year
Specialist printDigital displayPaid searchConversion advice
Illustrative layout of two Welsh Oak Frame print advertisements headed Bespoke Oak Frame Buildings, one showing an oak-framed house with a glazed gable and stone chimney, the other an oak garage with a red-tiled roof. Suggested copy, not an original campaign screenshot.
Specialist self-build print titles reached people already contemplating their own home. Illustrative layout and suggested copy, not an original campaign screenshot.
Two tablets showing Build It magazine pages, with an article titled 5 Steps to a Bespoke Oak Frame Home on a Budget beside a Welsh Oak Frame display advertisement, and a project page titled Cottage Renovation with Oak Frame Extension
Digital display followed the same readers online, alongside the titles they already trusted.

Darren, Ben and the team at Route took the time to truly understand our business and most importantly our clients. Paid media is an investment for any company, and we wanted to work with a partner we could trust to deliver on their promises. With their expert guidance, Route helped us reach more customers, raise awareness of our brand and delivered value across the board.

Rebecca PritchardGroup Marketing Manager, Welsh Oak Frame

Related work

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