The number one objective for most housebuilders' sales and marketing teams is to accelerate the rate of new home sales within budget and at the target property sale price. However, as PPC-generated enquiries grow ever more competitive and the lead quality of long-tail search terms declines, the scope for marketing teams to achieve their goals has become ever harder.

Cala Homes sought to address this challenge by converting a higher percentage of website visitors into qualified leads and inbound calls in order to increase new enquiries without simply spending more on marketing.

Within Cala Homes, live chat had long been recognised as an effective channel for new enquiries, but concerns arose about the complications and challenges of implementing it effectively. The operational challenge and running costs can be high with humans needed to maximise qualified lead volumes. Questions around cannibalisation mean that it's often unclear if leads are net new or would have simply enquired anyway. And running any trials to prove the impact can be costly and time consuming.

In identifying and implementing SmartChat, the Cala Homes team was able to overcome these commonly faced hurdles. Not only does SmartChat use behaviour based on-site targeting to avoid canibilisation and drive net new qualified leads, but also enables 24/7/365 human chat through its specialist agents, trained specifically on Cala's business.