Porter Davis Homes

Porter Davis Homes, Melbourne’s third-largest volume builder (constructing around 1,600 homes per year with over 35 display homes), was receiving over 8,000 visitors every month.

They faced the problem that their sales team were focusing only on visitors who were “ready to buy that day”, while those who were still in the information-gathering phase were often neglected.

Because buying a new home is a major decision, ensuring that prospects get the right information and follow-up was critical; the existing systems did not support efficient lead capture, segmentation or continuity of conversation.

The company introduced lead-capture forms at display homes to ensure visitor details were consistently captured.

They integrated these capture methods with their CRM (Act!) so that leads could be segmented by design interest, budget, estate interest and timeframe.

They leveraged the CRM’s e-marketing tools to send targeted emails to leads based on behaviours (such as email opens or clicks), creating “hot lists” to help sales consultants prioritise follow-up instead of cold-calling.

With Act! deployed, Porter Davis Homes established the internal capability to manage all e-marketing communication without relying on a third-party agency.

The CRM automatically recorded which emails were sent and received, and logged responses back into the database for full visibility of lead interactions.

Marketing could now centrally create campaigns and send on behalf of individual sales consultants, enabling more personalised and efficient communication.

By bringing e-marketing in-house and linking it with lead segmentation, Porter Davis Homes achieved major savings on agency fees and eliminated blind spots in their marketing history.

Sales consultants benefited from the ability to see which prospects were engaging, thereby reducing cold calls and improving relationship-selling efficiency.

Overall, the CRM and e-marketing combination enabled a more sophisticated, professional communication workflow, aligning with the high-stakes nature of new-home decisions.