When Summit Homes Group first partnered with us back in 2021, they wanted a long-term digital marketing agency who could grow with them, challenge them, and keep pace with an industry in constant flux.

Four years on, that partnership has delivered something most agency relationships struggle to achieve: genuine momentum.

Results keep improving. Strategies keep evolving. The relationship keeps getting stronger.

Adapting Strategy as the Market Shifts

The WA building industry has gone through significant changes over the past four years. Customer priorities have shifted. Buyer demographics have evolved and what worked in 2021 no longer delivers the same results in 2025.

Summit Homes Group – which includes Summit Homes, Easystart Homes, and New Gen Homes – has stayed ahead of these changes. When multi-generational living became a priority for Perth families, they leaned into it. When buyers started looking for demolish-and-build options to stay in established suburbs, they had solutions ready.

Our job was to make sure the digital strategy keeps pace.

“Each brand has its own positioning, its own audience, its own challenges, and in our agency its own digital marketing team” explains Ryan Wilson, Marketing Team Lead at Distl. “We’ve been there through brand launches, website builds, strategy pivots. The digital work has to evolve as fast as the business does.”

Quality Over Volume: The Right Leads at the Right Cost

Four years of continuous optimisation shows up in the numbers that matter with cost per acquisition dropping year on year. Lead quality has improved and the campaigns have become more efficient with every iteration.

“In 2021, we were figuring out what worked and coming off the back of COVID regulations” says Ryan Wilson. “Now we know, we’ve refined targeting, improved messaging, optimised bidding so the efficiency gains compound over time.”

But efficiency means different things for different brands. For first home buyers working with Easystart Homes, Bianca Lourens’ emphasises affordability, casting a wider net because the audience is still working out what’s realistic for them. For Summit Homes established home market, Andrea Sexton focuses on precision. Fewer leads, higher intent, better conversion. Lastly, for New Gen Homes, Sian Hodgson targets buyers looking for modern, efficient designs, balancing volume with quality as these customers know what they want but need the right solution.

Keeping Pace in a Changing Industry

The WA building industry has been on an upward trajectory over the past four years and demand has been strong, creating opportunities for well-positioned builders.

But opportunity alone doesn’t guarantee results. What’s kept Summit Homes Group’s brands consistently visible and competitive is strategic positioning combined with relentless optimisation.

Organic sessions have climbed steadily year over year. Not through shortcuts or one-off wins, but through continuous refinement. Geographic visibility extends across Perth metro and regional WA. Each brand holds its position for its specific focus: Summit Homes for custom builds, Easystart Homes for first home buyers, New Gen Homes for modern designs and second homes.

Four years of SEO work has ensured each brand under the Summit Homes Group appears at the top of rankings for the searches that matter most to each brand. Additionally, when market conditions shifted and customer priorities evolved Summit Homes Group was ready with the right offerings. And we made sure people found Summit Homes Group first by working that into SEO optimised site content.

That search performance recently earned recognition, with Summit Homes specifically being shortlisted for Best Use of Search – Real Estate at the 2026 APAC Search Awards.

Equally important is the focus on efficiency and lead quality rather than pure volume. As the industry boomed, it became increasingly difficult for builders to deliver on timelines. Summit Homes took a more strategic approach to growth, maintaining a manageable volume of enquiries to focus on higher-quality leads that convert.

That disciplined approach, combined with consistent top-ranking positions and ongoing adaptation to customer needs, has positioned Summit Homes well regardless of market conditions.

Custom Reporting That Makes Sense

Ryan Wilson sat down with the Summit Homes Group team to build their reporting from scratch. Tailored for the sales and management teams’ day to day data needs, live custom dashboards linking to all major channels were created and are constantly refined based on channels or metric updates.

That level of customisation runs through everything, from creative feedback on social ads to strategic input on campaign direction. We actively flag misalignment to ensure all Summit brands are held to the highest standards and values honesty over “yes-man” compliance.

Beyond the Brief: A Partnership Built on Education

Every time Summit Homes Group brings someone new into their marketing team, Ryan Wilson and our digital team are there to support with training. GA4 walkthroughs, custom reporting sessions and strategic briefings around data analysis have become staples in our relationship.

“We’re not just handing over reports and hoping they understand,” says Andrea Sexton, Account Management Service Lead at Distl. “We’re teaching them to interpret the data themselves, spot opportunities, make informed decisions. They shouldn’t have to trust us blindly; they should know exactly what’s working and why.”

When Summit’s team needs guidance on emerging trends such as AI in search, shifts in consumer behaviour or new platform features, we’re there as a strategic sounding board, not just a service provider.

Why Long-Term Partnerships Matter

Most agency relationships plateau after a couple of years. Results flatline. Momentum slows. The fresh perspective that made them valuable at the start becomes routine.

This partnership hasn’t followed that pattern. Four years in, results keep improving. Strategies keep evolving. The collaboration keeps getting deeper.

What makes the difference? Staying curious. Staying collaborative. Staying genuinely invested in Summit Homes Group success beyond the next campaign or quarterly report.

It’s the kind of partnership that survives team changes, market shifts, and the inevitable friction that comes with any long-term relationship. The foundation is strong enough to handle it.

Looking Ahead

Digital marketing gets more complex every year, and the building industry continues to evolve. Having a partner who can keep pace to educate rather than just execute makes all the difference.

For Summit Homes Group, it’s what they needed four years ago. And it’s exactly what they need now.