Progressively digitising one of Scotland's small giants

Robertson Home with Art by Fiona Mares

On the back of being great, Robertson Homes have grown over the last 50 years to become one of the UK’s largest privately owned construction groups.

Attacat are now bringing digital expertise to this “Small Giant”. It’s a partnership that started out focusing successfully on a single tactical marketing improvement and is now becoming a more all encompassing digital transformation partnership.

Bo Burlington coined the phrase “Small Giants” in her book of that name to describe companies who put being great ahead of being big. They only expand when it doesn't compromise quality. It’s well worth a read!

The challenge

In 2018 Attacat were asked to make Robertson’s Google Ad budget work harder. Rapid success led to further challenges being shared including:

  • Standing out from the crowd to the extent they deserved,
  • Measuring the performance of other digital ads
  • Ability to quickly launch campaigns when every change to the site required a developer
Copy of 33% column (right) art template (tall) (14) (1)

The approach

Google Ads turnaround

In giving us the Google Ads to run, Roberston were quick to recognise our focus on measurement and attention to customer insights. Leads quickly increased by 153% without additional budget.

Website "lift and shift"

Attacat replaced the technology behind the site to put the Roberston team in control, integrating their Eque2 construction management software in the process.

Replicating the sales manager

House buyers only understood the Robertson difference once they got to speak to the sales manager. These nuances of location and design are now also delivered on the site and in messaging.

Process, process, process

Attacat have introduced processes for launching new developments, selling plots quickly, sales and working with other marketing partners.

Video, Social, Display

With a more effective site and measurement in place, digital, advertising has been cost effectively expanded to other mediums, emphasising the Robertson difference.

Changing with Covid

When house buying behaviour changed overnight, a HubSpot starter package allowed us to rapidly deploy chatbot functionality to service customer effectively.

The results

238%

increase in leads

6

new developments in 2020

“The team at Attacat have a great attitude and ethos and have become an integral partner in the Robertson business over the last few years. The relationship is open and honest and they are always willing to go the extra mile to ensure anything they are working on has positive impact.. Their enthusiasm is a breath of fresh air and with a pro-active and transparent approach, we are in safe hands. Attacat has produced some fantastic results for our business so far and have met all of our expectations.”

– Sharon Spinelli, Sales and Marketing Director at Robertson Homes

Couple with art by Fiona Mares

Everyone's moving on up

Robertson go the extra distance on things that really matter to house buyers like room sizes, quality fit outs, proximity to good schools, transport links etc so their “Beautiful family homes” mantra really does deliver for their customers. That’s the bedrock and attitude that enables Attacat to do its thing.

Robertson’s other marketing partners also continue to give us new ideas and contacts that will benefit the Attacat client collective as a whole.

With an opportunities list as long as a Robertson open plan kitchen/dining room, there remains much for Attacat and Robertson to work on together to deliver further growth.

Want to be great and grow?

row of five pluses Fiona Mares

Arrange a chat with our experts and find out what we can do for your business.