Case studies · Homes Almanac · homesalmanac.com
33x return on ad spend
$1,000 in ads became a $33,000 lease. Without Bread & Butter, they’d have missed it.
Homes Almanac is a Toronto website about multiplexes, laneway homes and the neighbourhoods around them, with listings from the builders who make them. They added Bread & Butter’s conversion tools to the website they already had, with no code, and kept their forms. The tools brought in more leads, each one verified and researched, showed which ads brought the renters, and told their sales rep who to call and when.
return on ad spend: $1,000 in Google Ads, one $33,000 lease. A good campaign is usually said to return 2 to 4 times its spend.
more leads on top of their forms, each with a verified email address.
arrives with a profile: what they read, how they found the website, and how closely they read.
01How $1,000 became $33,000
The ads found the renter.
Bread & Butter showed which campaigns brought close readers, so the budget went where the renters were, not where the clicks were cheapest.
They read like someone ready to move.
The listing, then the floor plan, then back again. Close readers from the ads were more likely to raise a hand than close readers from anywhere else.
They raised a hand with one click.
Through a Bread & Butter tool on the listing, on top of a form they would never have filled in.
The rep knew who, and when.
An Intelligence Brief said who they were and what they had read. When they came back to the same home, the rep called while they were still deciding.
The lease closed.
$33,000 from $1,000 in ads, from a renter the website would otherwise have lost.
02What the sales team got, and what marketing learned
Sales
- More leads, on top of the forms. About half as many again, because raising a hand takes one click. By September the tools brought in twice what the forms did.
- Better leads. Every one with a verified email address and a researched profile, and they read more closely than the form leads.
- Every visit after the first. Most raise a hand on their first visit. From then on the rep sees every return, with the Brief updated.
- The home they keep coming back to. One reader came back more than a dozen times over the summer, always to the same unit.
- A call list every week. Who came back, who’s new and who’s going quiet. Reps can also ask their AI assistant for their own lists and reminders.
Marketing
- One listing brings in more than half the leads. Visitors who start there are three times as likely to raise a hand.
- Search and ads bring the people who act. More than 8 in 10 leads came from Google searches and ads, which brought under a third of the visitors.
- Ads bring close readers who act. Close readers from ads were more likely to raise a hand than close readers from anywhere else, so the ad budget went to the campaigns that brought them.
- The fixes, found early. A broken page that was still drawing visitors, and newsletter links to tag before the next send.
- AI assistants already send readers. They land on the neighbourhood guides, and a third of them read closely.
“I expected another tool that hands you a pile of email addresses. What we got were real people ready to move, researched before we ever picked up the phone.”
03What Bread & Butter does once it’s installed
Adds conversion tools to your website.
On top of your forms, with no code and nothing to rebuild. Visitors raise a hand with one click.
Verifies and researches every lead.
Each one arrives with a verified email address and a researched profile: the person and the company behind them.
Tells your rep what they want.
Each lead arrives in your CRM or your email with an Intelligence Brief: the listings and floor plans they read, how they found you, and ways to open the conversation.
Tells your rep the moment they come back.
Choosing a home takes weeks of comparing. When a lead returns, your rep hears about it, with the Brief updated to the unit they’re looking at now.
Gives your sales team a call list every week.
Who came back, who’s ready and who’s going quiet, each with why now and what to say.
Tells you what’s working, in plain words.
Which ads bring close readers and which bring clicks. Ask your AI assistant for any of the ten reports, for any period. No analyst, no spreadsheet.
In their words
“One lead captured on our own website turned into a $33,000 lease. Without Bread & Butter, we wouldn’t have known who that renter was, or when to call.”
04From $1,000 to $33,000
Real estate search ads cost about $103 per lead on average. Homes Almanac paid $1,000 for the ads, and one of the people they brought became a $33,000 lease.
“Bread & Butter told us the moment that renter came back, and which home they were looking at. We called while they were still deciding.”
Get going in four steps
Install it.
A few minutes, alongside the site your web team already runs. No code, nothing to rebuild.
Let it run through your 30-day free trial.
Bread & Butter learns what an engaged visitor looks like on your site.
Book a call before your trial ends.
We go through your own data with you: who’s visiting, which listings they spend time on, and who to call first.
Send the leads to your sales team.
Every lead arrives researched, in your CRM or your email.
Also see how Go RVing got more than 12 times the leads from the same website.
