Calhoun Companies knew they had to become a technology leader in their space to disrupt their market and break into new ones. When we began our strategic partnership, Calhoun Companies had already earned a high level of trust and loyalty in their market from delivering an excellent experience to their clients, but they wanted to take their website and marketing to the next level.
In the digital marketing space, they had a number of different vendors that had no integrated system or way of measuring digital initiatives. As a result, Calhoun Companies had no visibility into the ROI of their investment. In addition, Calhoun Companies was battling an outdated website. After going through a brand refresh, Calhoun Companies was in need of a website that not only reflected their new look but also represented their established and trusted position in the industry. Together with Calhoun Companies, we were committed to building an online experience that was positioned for growth and scalability.
Calhoun Companies had mastered nearly 100 years as a brokerage business, but was hungry to adopt a digital-first culture to increase their market share. We presented our recommendation for an overhauled digital strategy designed to address complicated problems they’d faced for years, but hadn’t solved.
To start, we immersed ourselves in Calhoun’s Companies’ business through market and user research. Knowing we were about to take on a complete digital overhaul, our Digital Marketing team created a Digital Marketing Plan, laying out the reality of Calhoun Companies’ current digital landscape, providing the next best steps. Working with numerous marketing vendors, Calhoun Companies decided to start fresh and condense their digital vendors. They pursued a partnership with our team to build a new website, advise on video direction, and execute on numerous digital marketing initiatives. Relieved to have increased transparency and direction, Calhoun Companies was excited to see how their investment would impact their bottom line.
For Calhoun Companies’ new website, our production team’s first priority was to build on a Content Management System (CMS) platform that was user friendly and mobile responsive. Using the robust Drupal 8 framework and platform, the development team implemented component-based UI development to accelerate the build process and deliver a seamless digital experience. As for functionality, it was important to Calhoun Companies that the new website would drive traffic and convert leads. Part of this effort involved implementing a CMS that was easily manageable and provided a streamlined process for their sales team.
The other half of the puzzle came from the efforts of our Digital Marketing team. Calhoun Companies did not realize how impactful their marketing could be and were not taking advantage of the brand trust and rapport that was they’d built over the years. Our Digital Marketing team planned and advised on a completely new digital marketing plan, including a content marketing strategy, buyer persona and buyer intent analysis, key messaging development, technical SEO, local SEO, paid search marketing, paid social marketing, email marketing, and conversion rate optimization.
Calhoun Companies and August Ash had one goal in mind: increase leads and bottom line revenue. As Calhoun Companies’ strategic partner, we orchestrated the change they needed to raise their standing in the business brokerage industry. Across multiple work streams, Calhoun Companies’ transformation is ongoing, but we’ve seen tremendous growth since their website launch in December of 2017.
Since Calhoun Companies' website launch, traffic has increased by 48.67% and conversions have increased by 67.13%. In addition, after our Digital Marketing team introduced new Google Ads campaigns, conversions increased by 78.57%. Because Calhoun Companies gave our Digital Marketers, Designers, and Developers the freedom to do what we do best, our team drove exponential growth and took out all of the guesswork that comes along with it. Our team is thrilled to continue a strong partnership with Calhoun Companies and we look forward to helping them achieve further growth and success.