Digital Marketing Growth Program
Transforming Herbert Homes' Digital Presence
Prepared for: Herbert Homes Inc.
Prepared by: Lisa's Koubou
Date: October 6, 2025
6-Month Digital Marketing Transformation
Reconnecting you with first-time buyers, military families, and workforce employees through targeted digital strategies you control.
The Challenge
📉 Sales Down 25%
Year-over-year decline despite your strong reputation and community focus
🎯 Targeting Problems
Traditional realtors aren't reaching the right audience or understanding your unique value
📺 Unmeasurable Marketing
TV and radio lack precise targeting and trackable ROI
🌐 Weak Digital Presence
Missing millennial and Gen Z buyers who research online first
Our Solution
🎯 Targeted Digital Advertising
Geofencing and Google Ads reaching your exact buyer personas
💻 Website & Landing Page Optimization
High-converting pages that communicate your workforce housing mission
📱 Multi-Platform Content Strategy
Consistent presence across website, Facebook, Instagram, and Google My Business
⭐ Systematic Review Collection
Building trust through authentic customer testimonials
What Success Looks Like
Per Location
by Month 3
Increase
Engagement Growth
You Control The Journey
Track every lead, measure every dollar spent, and own the relationship with your buyers from first click to closing.
6-Month Roadmap
Multi-Platform Content Management
Consistent presence across 4 key platforms throughout all 6 months
📱 Website
- Property showcases
- Educational content
- Community stories
- Community engagement
- Event coverage
- Nonprofit highlights
- Visual storytelling
- Behind-the-scenes
- "I Live Here" features
🔍 Google My Business
- Local SEO optimization
- Review management
- Property updates
8-12 optimized posts per month across all platforms
Your Role in Our Success
This is a partnership. Your success depends on these responsibilities:
1. Content Creation & Submission
- High-quality property photos (interior/exterior)
- Floor plans and real estate information sheets
- Video shorts (tours, progress, testimonials)
- Behind-the-scenes and community involvement content
2. Review Collection System
- Implement systematic process for requesting reviews
- Target: 25+ authentic reviews by Month 3
- Critical for unlocking Google Ads budget
3. Communication & Responsiveness
- Attend monthly 30-45 minute strategy meetings
- Respond to requests within 48 hours
- Share customer insights and market intelligence
The Review Collection Milestone
Why 25 Reviews Matter
- Google Ads require strong review profiles for maximum effectiveness
- Reviews build trust with risk-averse first-time buyers
- Positive reviews improve local SEO rankings
- Social proof is critical for your target demographic
The Conditional Ad Spend Model
Month 3 Checkpoint: We assess review collection progress
If 25+ reviews achieved: $600 Google Ads budget activates in Month 4
If under 25 reviews: You choose either refund or reallocation to extended geofencing
This protects your investment and ensures we only spend on strategies with proven potential
Investment & Value
Value Perspective: Comparable agency services for this scope typically run $15,000-$20,000. This reflects our existing relationship and your commitment to providing content.
What You're Getting
Marketing Expertise
& Optimized
Reports
Tracking
Included Services
- Website optimization and 3-4 targeted landing pages
- Multi-platform content management (Website, Facebook, Instagram, Google My Business)
- Geofencing and Google Ads campaign setup and management
- Monthly performance reports and strategy meetings
- Review collection system development and tracking
- 24-hour response time and 2-day content turnaround
What Happens After 6 Months?
✅ Option 1: Monthly Continuation
Transition to ongoing monthly service with:
- Regular content maintenance
- Increased ad budget allocation
- Continued multi-platform management
- Quarterly strategy reviews
✅ Option 2: Project-Based
Work together on specific campaigns or initiatives as needed
✅ Option 3: Self-Management
Full documentation, training, and system handoff for your team to manage independently
Recommendation
Most clients achieve optimal results with continued partnership after the initial transformation, allowing for sustained growth and increased advertising investment as performance improves.
Ready to Get Started?
Let's Transform Your Digital Presence
Questions? Contact Lisa Missenda
Lisa's Koubou | lisa@lisamissenda.com | 202-215-5906