Apex BuildersConstructionAnn Arbor, MI

Attracting the High-End Homeowner.

Positioning a builder for $100k+ custom projects.

+$40k
Project Size
Quality
Leads
#1
Ranking
Book a Strategy CallView Services
Timeline
4 Months
Category
Website + SEO
Services
Web DesignSEOBranding

The Challenge

Operational Reality.

Apex was getting leads, but they were for small repairs. They wanted full gut renos. Their website didn't reflect their premium quality.

Diagnostic

Symptom
Inconsistent lead flow
Root Cause
Reliance on shared lead aggregators
Constraint
Limited local brand awareness

Strategy

The Approach.

Premium digital aesthetic and SEO targeting 'luxury' and 'custom' keywords to qualify leads before they even call.

PHASE 01
Removed 'handyman' language from site
PHASE 02
Focused heavily on 'Design-Build' process
PHASE 03
Used professional architectural photography
PHASE 04
Created 'Cost Guide' to filter tire kickers

Execution

The Build.

Portfolio-first website, 'Our Process' page to justify pricing, and targeted SEO.

Infrastructure

  • Next.js Website
  • Landing Pages
  • Hosting Setup

Acquisition

  • Local SEO
  • GMB Optimization
  • Content Strategy

Conversion

  • Speed-to-Lead Automation
  • Review Widget
  • Estimate Calculator

Tracking

  • CallRail Setup
  • GA4 Configuration
  • CRM Integration

Impact

By The Numbers.

+$40k
Project Size
Avg Increase
Quality
Leads
Over Quantity
#1
Ranking
Custom Home Builder

Project size increase reflects average contract value.

Rollout

Deployment Timeline.

1

Strategy

Defined ideal client avatar.

2

Design

Created minimalist, luxury aesthetic.

3

Content

Wrote authority articles on renovation.

4

Launch

Targeted affluent zip codes.

“The leads we get now are educated and ready to spend. We waste way less time on people who can't afford us.”
Lisa M.
Design Director

Tech Stack

SquarespaceHouzz ProGoogle Ads

More Work

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Contact KRAS Digital at chandler@krasdigital.com or call 810-553-8984.