Case Study: Brunswick Crossing

Illumine8 launched a marketing automation campaign and generated a 442% increase in sales qualified leads in six weeks

  • 54% increase in year-over-year (YOY) sales
  • 442% more SQL’s generated than previous traditional marketing campaign
  • Sales Qualified Leads (SQLs) saw a 50% weekly increase
  • Website traffic growth of over 200%


Brunswick Crossing is an award winning master-planned new home community located in the Baltimore Metropolitan area featuring multiple new home builders including Ryan Homes, Dan Ryan Builders and K. Hovnanian builders. 

In the midst of COVID-19, the community developer, Pleasants Development, wanted to move forward with a Summer 2020 lead optimization campaign to sell new homes but was impacted by on-site viewing availability and staffing. 

Illumine8 worked with Pleasants to build an automated sales lead generation campaign by mapping the strategy and logic of their buyer's journey to automatically send qualified sales leads to the appropriate home builder’s sales team. This increased both efficiency, follow up and qualified buyers.

This digital transformation included an updated user experience (UX), improved search engine optimization (SEO), intuitive lead automation and nurturing technology that automatically determined which sales team should receive the lead based on strategy and logic implemented by Illumine8.  

The results of the six week campaign were immediate, with Brunswick Crossing’s Summer 2020 Campaign generating 442% more leads than the 2019 Summer Campaign.


From Virtual To Reality

The "From Virtual To Reality" campaign focused on digital transformation and the virtual homebuying experience.

The Challenge

Brunswick Crossing, like many essential businesses, had to adapt to being able to schedule model home visits instead of a stream of foot traffic. In order to offer a variety of ways to view homes, Illumine8 created a virtual campaign and an appointment follow-up system that allowed visitors to pre-determine when they could schedule a site visit with a representative for each of the three different builders. 

In order to make these appointments as efficient as possible, screening mechanisms would need to be mapped out to help guide potential customers to reach out for sales follow up. Through the investment into digital transformation and lead automation, Illumine8 was able to provide the following solutions:

Challenge #1: Attracting New Contacts

Illumine8 reorganized the existing website content to provide an easier-to-navigate experience that educates the user with tools such as the home search tool, what model suits you quiz, interactive lot map tool, virtual home tours, and more.

Challenge #2: Removing Manual Follow-Up

Manual lead follow-up is expensive and often takes a lot of manpower. Before the digital transformation, lead nurturing was conducted by Brunswick Crossing’s Community Concierge working with three different companies each with their own set of sales representatives.

The lead automation removed this layer of follow-up and created a better experience through cohesive, consistent, and timely follow-up emails to the leads and builders.

As part of the automation campaign, these emails were sent automatically, without the need for any manual work. Following the sales enablement logic, this would allow the customer to select qualifications to ensure they were reaching the builders sales team, while also providing an immediately better user experience as well.

Challenge #3: Qualifying Sales Requests

Brunswick Crossing has three new home builders who receive qualified leads The lead automation needed to segment form submissions based on home type interest, so that the follow-up email containing all of the lead’s information was sent to the correct builder(s).

Segmenting form submissions also allowed for leads to receive follow-up emails containing information that is specific to the home type and models that they are most interested in.

The Solution

Step 1: Online Design & Development

The design and development of the online digital transformation, was based around the customer journey and relevant content. The end product was an easy-to-navigate, clean online presence that has all the necessary functions and information to guide the user through the buyer’s journey. 

Step 2: Lead Automation Workflows

Once the new website was developed, strategic workflows were developed and implemented to nurture and send leads to the sales team automatically. These systems continued to be improved and optimized over the campaign as new data came in and through an ongoing feedback loop with key sales representatives. 

Step 3: Standard Operating Procedures (SOPs)

The final step in the digital transformation process was creating SOPs that explained how lead automation works and what the builder representatives can expect. This document contains everything that the sales teams need to know in an easy-to-understand format.

The Path to Success

Step 1: Education

Through Brunswick Crossing’s updated website, users are able to easily understand the benefits of living in the master-planned community and research all of the home types available. The sleek design also represents the community in a professional manner and helps elevate the Brunswick Crossing brand over competitors.

Step 1: Education

Step 2: User Submits a Request For Sales Follow-up

Once a user has decided that they would like to be contacted by the Brunswick Crossing builder(s), the individual will fill out a form on the website.

Step 2: User Submits a Request For Sales Follow-up

Step 3: Automating Sales Opportunities

The lead is automatically filtered based on the model and home type that they are most interested in and the follow-up emails are automatically sent. There is no send button that the salesperson has to hit, the computer takes care of that based on the knowledge that was gleaned from the outset.

Step 3: Automating Sales Opportunities

Step 4: Customized Emails Are Sent To Lead Based On Interest

Brunswick Crossing’s automation has smart filters that can categorize a lead based on the home types that they are most interested in. This can be segmented by either the form or the page they were on when they submitted the form. This segmentation allows the development of pre-drafted emails that align with the interest of the user that can be programmed automatically.

In addition, all of the emails are built to be personalized (first name, last name, etc.) and placed in strategic locations throughout the email to make it seem more individualized.

Step 4: Customized Emails Are Sent To Lead Based On Interest

Step 5: Sales Teams Receive Lead Information

Using filters and personalization mentioned above, automated emails are sent to the builder(s) containing all of the lead’s information. The smart filters make sure that these leads are segmented and sent to the correct sales team as well. The leads are sent to the sales teams automatically within minutes of receiving a form fill. This timing helps to ensure all leads are delivered the same hour they are received.

The sales teams are then able to follow-up with leads in a timely manner using all of the information contained within the email.

Step 5: Sales Teams Receive Lead Information

The Results

Aside from improving the sales department and user experience, the digital transformation created profound change in the performance analytics of the website. By strategically looking at how digital transformation could improve both the customer’s user experience and sales operations, Illumine8 was able to provide immediate value across the entire operation by reinventing the digital customer journey and automating the lead follow-up to produce sales qualified leads.  

During the 2020 six week Summer campaign, we were able to increase the results of the 2019 six week summer campaign by 442%.


442% Conversion Increase

Summer Campaign 2019
36 leads

Summer Campaign 2020
195 leads

200% More Traffic

Summer Campaign 2019
9,186 Visitors

Summer Campaign 2020
18,345 Visitors