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Brand Development & Website Redesign Positioned this Home Builder for Success

Meet Sterling Homes

Sterling Homes, formerly Sterling Construction, is a leading home builder and neighborhood developer primarily serving the Chittenden County area of Vermont. Sterling is known not only for their high-quality craftsmanship and homes that people love, but also for creating a process that is simple, easy, and fun for their customers. Their focus on energy efficiency makes them a leader in sustainable home building in Vermont.

Time to move forward

When they first got in touch with Delta (as Sterling Construction), change was in the air. The president and vice president—a father and son team— no longer felt that the company’s name and logo aligned with how they had grown over the years.

As Sterling Construction transitioned to Sterling Homes, they needed a new brand identity that better represented who they were.

At the same time, Sterling was ready to turn their website from a static brochure to a hub for their thought leadership. Customers trust Sterling because of their experience and guidance. The Sterling website needed to be a dynamic platform for sharing their knowledge and providing resources for their customers.

What wasn’t working

  • Word of mouth was not generating enough brand awareness
  • The old name and legacy branding were limiting the company’s opportunities
  • The website was functioning as a static brochure, and its messaging and positioning weren’t aligned with the right buyer personas

Here is what we did

Strategic Marketing Plan

Before launching any marketing tactics, Delta Marketing Group worked with Sterling Homes to develop a Strategic Marketing Plan. We focused on identifying key buyer personas, optimizing the Sterling web presence for local search, and building a content marketing campaign to drive traffic and educate prospects.

Brand Development

With Sterling’s new name came the need for a new logo and brand identity. We worked closely with Sterling’s leadership on every aspect of their brand design, from developing a creative brief and initial concepts, to refining the design, to delivering presentation-ready identity, stationery, marketing collateral, signage, and social media graphics.

Growth-driven Website Redesign

Sterling wanted to update their existing website with their new brand. We took a growth-driven approach, turning their legacy website from a static brochure to a dynamic knowledge hub for their customers and prospects. After completing an initial update of their colors and logo and performing a quick clean-up, we then took a deep dive. We created a priority list of website sections to redesign and focused on building conversion paths so Sterling could begin generating qualified leads online.

Content Marketing

The Sterling team has so much knowledge and experience, but it was not being effectively shared with their customers and prospects. We created an ongoing content marketing program for Sterling that included blog articles, downloadable eBooks, and social media publication so their audience could easily find the information they were looking for.

Brand Development

DMG created a new logo and brand treatments as well as designing all brand identity assets.

The shift in focus from a construction company to a home builder was the catalyst of this new brand. The logo and brand identity aspects needed to speak to the more comforting tone of home builder rather than the harshness of a construction company. We were able to capture that comfort in a new clean, professional logo. We used a color pallet that connected the aspect of building something new while staying neutral in tone and element flow. Aligning the company name under the roof elements elicits a sense of partnership that Sterling felt was important to convey to their current and prospective customers.

Sterling Homes Logo Graphic - Grey Sterling Homes Logo Sterling Homes Logo Graphic - Green Sterling Homes Signage Sterling Homes Ebook Sterling Homes Business Cards Sterling Homes Ipad Mockup

Building the foundation for an effective online presence

With their updated name and brand, Sterling was ready to expand their digital presence. Delta implemented content marketing in addition to a growth-driven website redesign approach that allowed the existing structure of the website to be updated over time.

This solution was cost-effective yet nevertheless drove measurable results. Over time, traffic to the Sterling Homes website has increased. Along with increased traffic, the number of contacts generated through the website also increased as we created downloadable content offers and optimized the website’s conversion paths.

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  • Home Page
  • Neighborhood Overviews
  • Interactive Maps
  • Landing Page
Sterling Homes Home Page
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SH_InteractiveNeighborhoodMap
Sterling Homes Landing Page

Website Traffic and Contacts Generated

Website Traffic and Contacts Generated
 

Sessions

 

Contacts

The efforts to increase Sterling’s digital presence also had a noticeable impact on their local search results. The number of people discovering Sterling’s Google business listing increased significantly year-over-year.

Number of Times Sterling Homes Appeared in Local Search Results

Q1 2017

Q4 2018

Google Search Results
 

Discovery

Customers who find your listing searching for a category, product or service

 

Direct

Customers who find your listing searching for your business name or address

Actions Taken on the Sterling Homes Google Business Listing

Q4 2017 | Total Actions: 87

Google Search Results
 

Website visits: 67

 

Direction requests: 7

 

Phone calls: 13

Q4 2018 | Total Actions: 280

Google Search Results
 

Website visits: 255

 

Direction requests: 11

 

Phone calls: 14

Results Recap

  • Brand development effectively helped transition from Sterling Construction to Sterling Homes
  • Website traffic doubled year-over-year
  • Sterling Homes showed up in Google search results 150% more often
  • The number of contacts generated by the website increased 800% year-over-year
  • Quarterly website visits from Google searches increased by 280%

"Among a sea of options, DMG proved to be the right partner for our rebranding effort and digital marketing needs.

From the start, DMG was thorough and attentive to what we wanted to accomplish. We went to DMG looking for a web refresh and was wisely counseled that we needed a marketing plan first. We love a good plan and DMG provided us with a clear and direct plan at each step; followed up with actionable results. From defining buyer personas to developing the new brand to ultimately the new web site, Delta was on point. We are thrilled with the work DMG provided us at an important turning point in our company’s identity and look forward to working with them in the future. We highly recommend Delta to any company looking to expand their marketing efforts, be it on or off line."

Collin Frisbie, Vice President of Sterling Homes

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