Success StorySince 1993, Bonfe has been a trusted and specialized resource for home services in the Minneapolis - St Paul, MN community and surrounding areas. Their core values of trust based relationships, high ethical standards and superior customer service are stitched into everything they do, including their online business activities.

Before partnering with Dealer Teamwork for digital marketing, Bonfe struggled with vendors who only focused on singular segments of their online business or vendors who did not have enough time to support them proactively with trust and agile speed-to-market.

Bonfe’s Operations Manager, Bryan Delmont, spoke to his decision to partner with Dealer Teamwork in saying:

“Dealer Teamwork has created a holistic strategy for growing our online business. They helped us revitalize our website, and they took a hands-on approach to monitoring online lead generation by trade category.”

One of the biggest in�uences of Bonfe’s success has been use of Dealer Teamwork’s MPOP™ tool. The MPOP™ is a patented Merchandising, Personalization and Optimization Platform. It is used to manage online content cross-channel from a central location. This affords Bonfe the following key advantages over the competition:

• The fastest speed-to-market in the industry• Higher quality and more relevant online content• Transparent and frequent reporting to evaluateperformance and make real-time adjustments

Regional home services powerhouse cooled costs, heated up leads and

electrified PPC results with the MPOP™!

88%Lower Cost Per SEM Lead than Goal1($12.43 vs $100)

26%Increase in Total Users YOY2

(9,257 vs 7,363)

38%Lower Bounce Rate YOY2

(36.42% vs 59%)

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StrategyA major challenge in the Home Services vertical is that few vendors can o�er a specialized strategy for all aspects of online business management that keeps costs down and allows for speed-to-market in distributing marketing content. Dealer Teamwork does things di�erently.

Dealer Teamwork started by helping Bonfe structure their website for success with SEO best practices in mind that did not compromise content quality. Changes included:

Another huge hurdle comes from dependency on weather and seasons, meaning that volume of business is a dramatic cycle of too much work, or not enough. This is a constant challenge for Home Services businesses and most vendors fail to provide support in this area.

Dealer Teamwork changes the game again with a revolutionary, real-time and �exible solution: automated, cross-channel syndication with the MPOP™ and constant call monitoring by trade.

Take this example: it’s a cool summer day and there are not enough air conditioner (AC) repair jobs on Bonfe’s schedule to meet sales goals. With the help of the MPOP™ , Bonfe can update their website and paid search with a competitively priced AC repair

o�er in real-time to drive more calls in that category. When the pipeline of work �lls up, Bonfe can re-adjust that o�er back to standard pricing because they no longer need to emphasize that service.

This speed-to-market comes from using the MPOP™ to link marketing channels. The MPOP™ links marketing channels (i.e. websites, paid search, etc.) so that highly relevant transactional data (i.e. $89 AC repair o�er with expiration date and disclaimers) can be pushed cross-channel in real-time with one update.

By integrating call volume monitoring, Bonfe and Dealer Teamwork have predicted how competitively they need to price service o�ers by trade to drive the business they need when it’s needed.

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• Making dedicated landing pages with individual o�ers for each trade-speci�c service o�ered by Bonfe

• Adding Google reviews and ratings at the top of the page to appeal to modern shopping behaviors

• Simplifying and keeping content of landing pages concise and highly relevant with timely o�ers

• Incorporating relevant video on trade-speci�c pages

“Dealer Teamwork’s approach is like nothing I’ve seen before. From optimizing my website for conversions, to leveraging automation and syndication in my online advertising, to monitoring call volume by trade and adjusting offers in

real-time, Dealer Teamwork and the MPOP™ are truly a revolutionary solution to grow an HVAC business online.”

Bryan Delmont | Operations Manager | Bonfe

1May 2018 Total SEM budget / leads via phone calls and form submissions attributed to SEM on the website + Click-to-Call Conversions

2May 2018 vs May 2017 comparison

ResultsMany digital marketing vendors are able to increase generic tra�c and lead volume, but few succeed in increasing quality tra�c and lead volume while also signi�cantly lowering cost per lead within the �rst thirty days.

Dealer Teamwork and Bonfe have achieved such success because their partnership is an outstanding example of pairing modern automation technology with commitment to consistent reporting to achieve strong ROI. The keys to this success are:

• Consistently monitoring calls by trade category and understanding how price impacts the in�ux of business to those categories to remove the guesswork out of creating o�ers

• Using the MPOP™ to more e�ciently and easily update o�ers cross-channel in real-time

The incredible impacts to Bonfe’s online business growth are as follows:

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26% increase in users YOY when comparing May 2018 with Dealer Teamwork to May 2017 without. Bonfe has successfully driven higher volumes of tra�c to their site with their new trade-speci�c segmentation and highly relevant, dynamic SEM campaigns. Getting more people to engage with your business online is essential to online growth.

38% decrease in bounce rate YOY when comparing May 2018 with Dealer Teamwork to May 2017 without. This metric shows that not only was more tra�c coming into Bonfe’s site, but more of those users found the content relevant and stuck around. This metric further solidi�es con�dence in the website strategy and leads to more conversion opportunities.

88% lower cost per SEM lead than expected. When originally asked what a fair price for a hard lead was, Bonfe expressed anything less than $100. In May 2018, a $12.43 cost per SEM lead was achieved. The overall cost per lead was even more impressive coming in at $4.04 per lead. This e�ectively shows that a smart online business strategy can cost less and still yield outstanding results (over 1,000 hard leads came from SEM e�orts in May 2018).

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