How Goodall Homes Finds Local and Long-Distance Buyers

Sometimes you don’t have to choose between quality and quantity. Rachel Overall, marketing director for Goodall Homes in Nashville, knew she needed to be a frequent presence to stay top of mind with home shoppers, but she had to be economical about it. Her target market wasn’t just local Tennesseans; it was often buyers a long way from the Volunteer State.

As one of the hottest markets in the nation, Nashville attracts an average of 85 new buyers every day, many of them relocating from outside the area. Although Overall recognized a strong digital presence was vital — and inevitable — to reach buyers, she carefully weighed her options before launching an online advertising strategy. One of the tactics she deployed was advertising using Zillow Group’s Promoted Communities for new construction builders.

Working with Zillow Group became a key part of Overall’s online strategy to capture both local and relocating buyers who might not otherwise discover what Goodall Homes has to offer.