Case Study · Custom Home Builder · Seguin, TX
What four specialists deliver, in one continuous loop.
TKG Custom Homes went from zero web leads to 11 in 30 days. Here's what we did, what a traditional agency would have charged, and what they paid us instead.
Visitors, month one
Qualified leads
Google Ads clicks
Cost per lead
Form completion rate
ChatGPT referrals
The Problem
They'd been burned once. That should have been enough.
They spent $12,000 on a website from a local agency eighteen months ago. What they got back: a site Google couldn't crawl, phones couldn't render, and customers couldn't find. Five figures for zero measurable traffic, zero qualified leads, and one lesson. The kind that comes too late but sticks.
Coy Turner has been building custom homes in Seguin for 20+ years. He earned a 4.9-star rating and steady referrals along the way. But referrals don't scale, and they don't fill the calendar when you're ready to grow past word-of-mouth. They had a business worth building on. They needed someone who would actually deliver.
What We Did
The cadence that replaced four people.
Every phase fired a specific pattern: a repeatable event, not a one-and-done deliverable. This is what an active marketing operation looks like when it replaces a team of specialists.
Build the Foundation
- Custom Next.js website with 7 pages, built around Coy's real projects
- SEO-optimized content written to match how homeowners actually search
- Mobile-first design (68% of traffic comes from phones)
- Google Analytics 4 + Ads conversion tracking wired from day one
Launch Paid Search
- Seguin-focused Google Ads campaign at $15.50/day
- Dedicated landing page with no exit ramps. One job: get the form filled.
- Three-field contact form (name, phone, project type). No friction.
- Weekly bid optimization to drive cost per lead down over time
GEO Optimization
- Structured content for AI snippet capture (ChatGPT, Perplexity, Gemini)
- AI crawler allowlist in robots.txt. Most competitors block these.
- Schema markup with LocalBusiness + HomeBuilder types
- Content written to answer the questions AI tools get asked about local builders
The Math
What replacing four specialists costs.
Full-time salary equivalents, before benefits, agency markup, or management overhead.
Twelve months ago this offer didn't exist at any price point a Hill Country builder could afford. A single analyst couldn't audit SEO, optimize ads daily, write conversion copy, and maintain code without dropping a lane. AI infrastructure changed the cost structure. The work that used to require four people now runs as one continuous loop, with human oversight signing every deliverable.
The Results
First 30 days.
For a product that starts at $450K, $42 per lead isn't an experiment. It's the setup that runs the business. These numbers came from one continuous loop running on daily cadence, not four handoffs and monthly reports nobody reads.
The AI search angle
ChatGPT is sending leads. Most competitors don't know this channel exists yet.
When someone asks ChatGPT “custom home builder Seguin TX,” TKG Custom Homes now appears in the answer. Three verified referral sessions from AI search in month one, before the site was six months old.
This is what GEO (Generative Engine Optimization) looks like in practice. We allow AI crawlers in robots.txt, structure content to answer the questions AI tools actually get asked, and build structured data that makes TKG easy for machines to understand. The window to get ahead of this is still open, but not for long.
“When we saw the site Ryan built for us, it looked like us and felt like us. Like it came from our own mouth, which honestly I guess it finally did.”
Coy Turner, Owner, TKG Custom Homes
The question
How much have you already lost waiting?
TKG is now getting 11 qualified leads a month at $42 each, while their competitors wait for monthly reports from agencies that haven't checked their ads since March. The gap widens every week.