SEO & Digital Marketing Portfolio
Sample Plan Creation and Implementation
How a High-Value Digital Asset Built a 70-Lead, Top of Funnel Pipeline
Challenge: Cracking the high-cost, high-consideration sales cycle.
Solution: Frictionless “Sample Plan” lead magnet with targeted social ads.
Key Result: 70 Qualified Leads Generated over two years.
The Client
Serenity Designs is a leader in luxury residential design and construction, crafting custom outdoor living spaces and high-end pools. Operating in the high-net-worth Sacramento market, every service is a significant client investment, demanding a highly efficient sales process that starts with trust and proven expertise.
The Challenge: Breaking the Barrier to Entry
In the luxury pool and landscape sector, the sales cycle is inherently long and expensive. Prospects require massive trust and proof of quality before committing to a high-cost service. The traditional funnel was slow, demanding excessive early-stage time from the design team for prospects who weren’t yet ready to buy.
We needed to bridge the gap between initial interest and full design commitment.
The Objective:
Immediately lower the barrier to engagement. We needed a frictionless, high-value Top-of-Funnel (ToFu) asset to capture homeowner intent, prove Serenity’s expertise, and feed a targeted email nurture sequence—all without requiring an initial sales call.
The Strategy: Deploying an Irresistible Lead Magnet
We developed and implemented the Serenity Designs Sample Plan Campaign, centering on a single, compelling lead magnet designed to showcase the company’s expertise and process. This strategy was executed in three critical steps:
1. The Offer
The core was the FREE “Sample Plan.” This highly detailed PDF asset provided a real, tangible example of Serenity’s quality, including:
- Pool & Landscape Design Renderings
- General Concept Plans
- Detailed Layouts (Planting, Drainage)
2. Execution: Targeted Social Ads
We drove high-quality traffic using targeted paid advertising on Instagram. The creative focused on inspirational, completed projects.
Key Creative Focus:
- Stunning pool/landscape transformations.
- Direct CTAs: “See our quality. Download the Sample.”
3. The Nurture Sequence
Leads entered an automated email sequence designed to build authority and trust, systematically moving them down the funnel.
- Educate on the full design process.
- Share more portfolio case studies.
- Drive conversion to a paid consultation.
Sample Plan Asset (Downloadable PDF)
The Results: A High-Quality, Actionable Pipeline
Timeline: Over Two Years
Total Leads Generated: 70
The campaign successfully transformed expensive social media reach into an actionable list of homeowners who had already self-qualified their interest. By delivering value upfront, we accelerated the trust-building phase, providing Serenity Designs with a continuous pipeline of warm leads ready for long-term conversion into high-value design/build projects.