Client Success: Clayton Homes Boosts Engagement with 30,000 Prospective Homebuyers

The process of buying a home can be overwhelming, but it doesn't have to be. National home builder Clayton Homes is using ExactTarget’s Automation Studio, SocialPages, and email applications to transform the buying experience.

Clayton Homes launched a custom Facebook tab inviting fans to enter a weekly giveaway, and offering homebuyers the opportunity to subscribe to personalized emails featuring custom tips and professional advice based on their individual stage in the buying process. By offering personalized information, Clayton Homes is alleviating buyers' stress and improving the buying process.

The home builder’s cross-channel lead nurturing campaign sends daily emails to engaged homebuyers featuring whitepapers, videos, and advice on the purchase process. To drive greater engagement, Clayton Homes uses ExactTarget’s A/B Testing to ensure prospective buyers receive messages with the right content at the right time.

To learn more about Clayton Homes, listen to lead generation manager Jim Greer tell their story:

Want to learn more about how you can use social media to improve your customers' experience? Check out the Field Guide to Facebook Marketing.


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