Simonds Homes Integrated Digital Marketing

Sonar has developed an integrated digital marketing system that connects customer experience, data, performance, and technology to drive sustained growth for Simonds.

The Challenge

Simonds Homes, one of Australia’s largest home builders, needed a unified, full-funnel digital marketing capability that could deliver consistent, scalable growth across a highly competitive category. Their digital ecosystem spanning media, website experience, CRM, MarTech, and content had been managed through disconnected workflows, resulting in inconsistent performance, inefficient spend, and limited visibility across the buyer journey.

The business needed more than channel execution. They needed a strategic partner capable of integrating every touchpoint from awareness to acquisition to sales engagement, into a single, commercially aligned growth engine. This included stabilising performance media, improving lead quality, connecting their DxP to the sales process, and ensuring their marketing technology and data foundations were set up to support long-term business objectives.

Simonds required a partner who could operate end-to-end: strategy, creative, media, website, CRO, CRM, MarTech, analytics, and AI enablement. All working together to drive measurable commercial outcomes.

The challenge Simonds

The Solution

Sonar became Simonds’ integrated digital marketing partner, providing a full-funnel capability that connects the customer experience strategy, operations, and execution across every digital channel. Our partnership spans:

1. Strategic Direction & Performance Frameworks

We developed a clear growth strategy aligned to Simonds’ commercial priorities. This included full-funnel mapping, target audience definition, budgeting frameworks, forecasting models, and channel-level performance KPIs.

2. Media & Creative Performance

Sonar rebuilt the performance media foundation across channels, improving targeting, bidding efficiency, creative testing, and audience structures. Creative refresh cycles and messaging frameworks were aligned to customer motivations, seasonal demand, and competitive insights.

3. Website & Conversion Optimisation

We optimised Simonds’ website and DxP experience through UX improvements, CRO testing, clearer pathways, and ongoing performance enhancements ensuring paid and organic traffic converted more efficiently.

4. MarTech, CRM & Data Integration

Sonar unified Simonds’ DxP, improving CRM integration, lead routing, attribution visibility, and data quality.  

5. Always-On Analytics & Continuous Improvement

We introduced a centralised measurement framework and real-time reporting dashboards, enabling scalable optimisation cycles, deeper insights, and a consistent focus on performance outcomes.

6. Hyper-Local & Persona-Based Growth Strategy

Leveraging Ai and Helix Persona data, Sonar helped Simonds activate hyper-local targeting, improving geographic focus, audience alignment, and lead quality for key markets.

The result is a connected customer experience supported by data intelligence, performance-led strategy, and technology designed to deliver commercial impact.

Key Outcomes

Our integrated partnership has delivered a step-change in Simonds’ digital performance with stronger conversion efficiency, improved lead quality, and clearer alignment between marketing and sales outcomes. Key Outcomes include:

  • Higher lead quality driven by smarter targeting, improved UX, and optimised conversion pathways.
  • More efficient media performance, supported by better structure, creative alignment, and hyper-local targeting.
  • Stronger attribution visibility, enabling Simonds to understand where commercial value was being created.
  • A more scalable digital ecosystem, with modernised DxP, consistent reporting, and clearer operational processes.
  • Improved sales engagement, supported by better lead routing, CRM alignment, and more qualified enquiries.

Sonar continues to partner with Simonds as their integrated digital marketing team, supporting ongoing growth, transformation, and performance optimisation.

The Solution Simonds