Meet Them Where They’re At

Learn how a partnership between Goodway Group and Realtor.com increased Kubota’s brand awareness and drove traffic with data-informed messaging, shown at just the right time.

Kubota Family in Yard Realtor.com

Key Outcomes

Using a Realtor.com utility tool, customized for Kubota, Goodway Group drove brand awareness results that outshined Realtor.com’s benchmarks and drove a record number of consumers to Kubota’s dealer websites.

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208%

over goal on tool opens

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107%

over goal on tool interactions

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165%

increased visits to local dealer websites

  • challenge icon mountain
    Challenge

    With the rise in work-from-home flexibility and the unique challenges posed by the pandemic, many homebuyers found themselves considering rural properties for their next real estate purchase.

    Kubota Tractor Corporation, a heavy equipment manufacturer, understood this and set out to build brand awareness among consumers who wanted a lifestyle change.

    Knowing this, their goal was to create an emotional connection with consumers at the very beginning — when they were searching for property.

  • icon strategy target
    Strategy

    Goodway Group and Realtor.com built a native advertising tool that met Kubota's needs.

    As consumers searched property listings on Realtor.com, a customized and interactive overlay form collected crucial data points like property acreage and how consumers planned to use the land.

    Using first-party data, the tool gave personalized recommendations for Kubota’s residential equipment that matched each consumer's needs whether it was hobby farming, property maintenance, landscaping and more.

  • icon success modem wifi barchart
    Results

    This Goodway Group and Realtor.com native advertising campaign helped Kubota Tractor Corporation build brand awareness.

    By targeting, engaging and interacting with potential first-time rural home buyers who were on the verge of needing the residential equipment Kubota produced, this novel campaign partnership surpassed all benchmarks in just three months.

    Not only did Kubota see a 165% increase in visits to local dealer websites, the customized tool proved valuable in driving engagement and interaction among consumers.

  • Kubota was able to engage the post-COVID customer, achieve remarkable campaign results and chart new paths for growth.

    John R. LeeDirector, Marketing, Kubota Tractor Corporation
    Realtor.com Brand Utility Tool

    Check out the customized tool we created for Kubota.

    Realter.com and Kubota

    Build awareness and reach more customers with Goodway Group.

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