Arbor Building: a lead engine for a Sydney renovation builder
Arbor Building is a Sydney residential builder specialising in renovations and bathrooms. I ran their growth function end to end: content strategy, video production and editing, landing pages, and paid media on Meta and Google, all feeding a pipeline the team could actually run.
New leads
New revenue
Pipeline generated
The brief
Referrals and word of mouth had carried the business, but they arrive in bursts and the founder had no way to turn enquiry volume up or down. The ask was a predictable flow of qualified renovation and bathroom enquiries, without hiring an in-house marketer.
Nothing was in place: no content cadence, no landing pages, no ad account history and no CRM. The job was to build the whole engine, then run it.
Content and video
The content strategy was built around what a builder already has: finished projects, sites in progress and a founder who can explain the work. A monthly plan turned each project into walk-throughs, before-and-afters and short answers to the questions every client asks.
I produced the video content, partnering with Content Department who handled the videography and editing. Short vertical cuts fed Instagram and the Meta campaigns, and longer walk-throughs sat on the landing pages as proof.
Landing pages and paid media
Two landing pages, one for renovations and one for bathrooms, each with a short quote form. Meta campaigns were split the same way at the top of the funnel, with Instagram traffic campaigns building the profile audience and a bottom-of-funnel retargeting layer behind them. Google Ads captured people already searching for a renovation builder in the area.
The lead campaigns have produced more than eighty-five new enquiries, and the Instagram campaigns built the profile audience that makes the retargeting work.
Pipeline
Every enquiry lands in a HubSpot pipeline with thirteen stages from new enquiry to project scheduled, each with a weighted close probability, so the founder can see forecast revenue rather than a list of names.
The engine has generated $6.5M of pipeline and $1.2M of new revenue so far, including both major and minor renovations such as second storey additions, full internal facelifts and bathroom renovations, with quoted and proposed work still moving through scoping, design and approvals.
All of it on a modest monthly ad budget, which is why the founder now treats that budget as a dial rather than a cost.