The sales center was so productive from the inbound lead program that Diamond Resorts was acquired by Apollo Group Management for over $2 billion.

43%

CPA IMPROVEMENT

66

ROI

323%

MEMBER GROWTH

Challenge

Diamond Resorts wanted to grow aggressively and expand on their press coverage from being featured on “Undercover Boss“. They had a solid call center and sales team but needed to supercharge their inbound leads. Partnering with the agency of record, Jonathan Stec was retained to build a digital marketing inbound lead program from scratch.

Strategy

Utilizing a combination of search and display ads, a comprehensive and highly refined Google Ads campaign was built to capture targeted users across Google’s properties. Landing pages were built using both in-house resources and Unbounce. Leads were driven via 8 field lead forms and phone calls (using CallRail to track and link performance back to Google Ads). In depth, custom reporting was created to keep the CEO, David Palmer, and top-down stakeholders abreast to performance.

Approach

Going up against big players such as Wyndham, Hilton, and Hyatt required an ingenuitive and different approach. Leveraging Diamond’s already strong brand, location assets, and program capabilities, we built a lead program offering users a new way to interact with this brand different from any other brand in the industry.

The Process

A Fresh, New Perspective

Gallery

Screenshot of the performance chart from Google Ads.