Problem: Ryan Homes, a national homebuilder, had a sales cycle between 90 to 120 days. During that period, the company wanted to create brand trust and reiterate the value of their communities and the quality of their homes to increase sales.
Solution: During a 90-day period, Ryan Homes decided to test site abandonment for three of their new nationwide communities.
For each community, the company created a 6-week drip of 6×9 postcards. These postcards were delivered to anonymous website visitors, with each drip message in the sequence containing a different message and promotion.
Results: 120 days after their drip campaigns were complete, Ryan Homes analyzed the data to determine whether the recipients of the campaigns ultimately purchased homes in the targeted communities.
It found that during the 90-day period, a total of 838 unique anonymous website visitors received the 6-week direct mail drip sequence.
Of those users, LeadPost had direct attribution on the direct mail sent for 5 exact home sales.