Double Forte

Public Relations

C&M Home Builders

By Monica Rolbiecki-Severson

One Brand. One Marketing Engine.

We united C&M’s marketing under one strategy, sharpened its focus on high-value prospects and turned every channel toward business action. The result: more qualified traffic to priority homes and developments at a significantly lower cost.

297%

more traffic to priority website destinations

82%

lower paid social cost per click vs. industry benchmark

Challenge

C&M Home Builders had earned a strong reputation over 20 years in Wisconsin’s Chippewa Valley, but its marketing did not reflect the strength of its brand. Messaging, social media, email, advertising, sponsorships, events and sales materials operated as separate tactics rather than one connected program.

C&M needed one strategy to differentiate the brand, reach high-value local prospects and turn its marketing investment into measurable business action.

Approach

UNITED EVERY CHANNEL. Double Forte connected messaging, social media, email, website, paid advertising, video, events, sponsorships and sales materials around shared brand and business priorities.

CREATED CLEAR PATHS TO ACTION. We aligned content and campaigns with priority homes, neighborhoods, developments and events so each touchpoint directed prospective buyers toward the places that mattered most to the business.

PUT THE BUDGET TO BETTER USE. We refined search and paid media strategy, cut low-value national traffic, concentrated investment in priority regional markets and optimized campaigns based on performance.

MAXIMIZED KEY BRAND MOMENTS. C&M’s 20th anniversary, Parade of Homes, Builder’s Open, community partnerships and charitable investments became coordinated campaigns across paid, owned, social and earned channels.

Results

Double Forte turned C&M’s marketing into a connected program that drove substantially more prospective buyers toward the homes, neighborhoods and developments closest to a purchase decision.

Traffic to priority website destinations increased an average of 297%. Organic social traffic to the website rose 293%, which moved C&M’s expanded social audience from content to high-value destinations across its website.

C&M also gained significantly more value from its paid investment. Paid social delivered clicks at 82% below the industry cost benchmark and drove more than 33,000 visits to priority homes, listings, neighborhoods and events.

The program also expanded C&M’s pool of prospective buyers. Over the course of 2025, average organic Facebook views increased nearly 2X from the first quarter to the third quarter, while Facebook interactions more than tripled and organic Instagram views increased 59%

Double Forte delivered a more efficient marketing engine that reached more prospective buyers, drove them toward high-value properties and generated greater value from C&M’s marketing investment.