Growing the Next Era of Kubota Customers

Earning customer loyalty starts with the very first purchase, especially on products with long life cycles. Goodway Group and Realtor.com increased Kubota’s brand awareness among first-time equipment buyers and encouraged purchases while delivering data-driven, personalized messaging.

Kubota Family in Yard Realtor.com
  • challenge icon mountain
    Challenge

    To capitalize on the rural migration trend amplified by the pandemic and new work-from-home policies, Kubota Tractor Corporation, a heavy equipment manufacturer, hoped to build brand awareness among consumers looking to make a lifestyle change. The goal was to establish an emotional connection with potential first-time residential equipment buyers when they were searching for rural property and considering the equipment they would need to manage the land and accomplish their dream.

  • icon strategy target
    Strategy

    Kubota Tractor Corporation and Realtor.com's novel partnership was an exceptional fit. Goodway Group personalized a Realtor.com native advertising tool for Kubota's Realtor.com campaign. Together, Goodway Group and Realtor.com built a native advertising tool that met Kubota's needs. As consumers searched property listings on Realtor.com, a custom Kubota interactive overlay form would collect crucial data points, including property acreage and how they planned to use the land. Using first-party data, the tool would recommend personalized Kubota residential equipment matching each consumer's need for the outdoor job, whether hobby farming, property maintenance, landscaping or more.

  • icon success modem wifi barchart
    Results

    This Goodway Group and Realtor.com native advertising campaign helped Kubota Tractor Corporation build brand awareness and directly target, engage and interact with potential first-time rural home buyers on the verge of being in market for residential equipment. The three-month flight surpassed Realtor.com benchmarks and Goodway's and Kubota's own expectations, achieving 208% over goal on Kubota tool opens, 107% over goal on Kubota tool interactions and 165% increased visits to local dealer websites!

  • With Realtor.com's innovative native advertising tool and Goodway Group's out-of-the-box thinking and customization, 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

    Results

    Goodway Group and Kubota Tractor Corporation customized and tested a new Realtor.com brand utility tool that stretched across the funnel — introduced the Kubota brand to potential first-time residential equipment buyers and moved them toward a purchase — and were rewarded with digital advertising results that surpassed Realtor.com benchmarks and drove a record number of consumers to dealer websites.

    icon market insights report

    208%

    over goal on tool opens

    icon measurement

    107%

    over goal on tool interactions

    icon mouse action

    165%

    increased visits to local dealer websites!

    Realtor.com Brand Utility Tool

    A Kubota Realtor.com national advertising campaign drove a record number of consumers to dealer websites. See how.

    Realter.com and Kubota

    Get innovative audience targeting and fresh and unexpected digital advertising opportunities that include personalization at scale to start building more brand awareness and customers now.

    Contact Us
    Resources
    Kubota lawn mower
    News
    How First-Party Data Makes Moment Marketing Possible

    Kubota, working alongside digital ad agency Goodway Group, created a custom integration with Realtor.com’s native advertising tool to target people who were browsing for homes in rural areas.

    Read More
    fruits and vegetables
    Case Study
    Delivering Measurable Growth and Acquisition

    New product launch supported with audience-first, cross-channel campaign strategy demonstrates 43% sales growth.

    Read More
    woman looking at mobile phone
    Case Study
    Harness the Power of Data

    Data-driven media activation drove a 53% increase in user submission.

    Read More