How Lennar Spots High-Intent Homebuyers Early with Predictive Value-Based Bidding
By the numbers
Overview
Company
Industry
Headquarters
Campaign Type
Snapshot
Lennar builds over 80,000 homes every year. To fill that pipeline, the growth team ran tCPA campaigns optimized toward customers who filled out the interest form on their website. But the real indicator of a serious buyer was scheduling an appointment with a New Home Consultant to tour a home. The team saw an opportunity to sharpen their strategy with value-based bidding, surfacing more leads who would actually convert to appointments.
They knew value-based bidding was the path forward, but without predictive signals, they were stuck waiting weeks for appointment data - too late for Google to learn from. Voyantis's platform predicts which leads will book appointments within hours of acquisition, giving Google the signal it needs when it matters most.
Impact at a glance
Increased lead-to-appointment conversion by 40%
with predictive signals identifying high-intent buyers earlier
Reduced customer acquisition cost by 15% while maintaining lead volume
balancing scale and quality
Built the foundation for campaign expansion,
with Performance Max and Demand Gen already underway
The challenge
For every serious homebuyer, there are dozens just browsing. Even among serious prospects, the path to purchase is rarely straightforward. Any number of factors can stall the process - job changes, interest rates, family decisions, cold feet. When the stakes are this high, timelines stretch and intent shifts unpredictably.
Lennar was optimizing toward form fills - an early and measurable action in their funnel. But they knew that far more serious buyers scheduled a virtual or in-person appointment to tour a community. But those appointments happened weeks or months after acquisition - too late for Google's learning window.
Without a way to surface intent earlier, the team was reliant on form fills as a proxy for quality - a metric that captured interest but couldn't distinguish a ready buyer from a casual browser. Lennar needed a way to predict intent early enough for Google to act on, accurate enough to trust at scale, and calibrated to protect volume.
The solve
Lennar tapped Voyantis to implement value-based bidding with dynamic predictive signals for each customer’s unique likelihood to book an appointment.
Identify the right prediction target
Lennar partnered with Voyantis to identify a prediction target that captured genuine buying intent and could be predicted early enough to act on.
In real estate, there's no repeat purchase. The deepest funnel event Lennar could optimize toward was appointment bookings - the step closest to an actual sale. So the team landed on a propensity model predicting likelihood to book an appointment within 90 days - the point at which the majority of leads who will book a New Home Consultant appointment have done so.
Train the model on early intent patterns
With the target defined, Voyantis built an intent model using Lennar's anonymized, first-party data, training it on the patterns that distinguished their highest-intent buyers. The model achieved 95% accuracy, incorporating thousands of contextual features like device type and region, alongside key behavioral patterns:
- Engagement velocity: Time from sign-up to next action
- Web behavior depth: Pages visited, features explored
- Move timeline: Stated buying timeline
This gave Lennar visibility into buyer intent before the sales team ever picked up the phone.
Engineer predictive signals for Google's learning window
Each lead received a predicted value based on their likelihood to book an appointment. Voyantis then ranked and bucketed users by that value - creating clear separation between high and low-intent prospects that Google's algorithm could learn from.
Google is built to ingest deterministic events like a purchase or form fill. Predictions are different - probabilistic, updated over time, carrying varying levels of confidence. Accuracy alone isn't enough. Timing, scaling, variance, and consistency determine whether a prediction actually influences bidding. Signals that reach Google within the first day drive significantly better outcomes, but only if predictions are confident enough to trust.
Voyantis's agentic platform generates updated predictions continuously as more behavioral data comes in, sending a signal as soon as confidence thresholds are met. Engaged leads showing clear intent receive predictions within hours, while others wait for more data to balance speed with reliability.
Protect volume while optimizing for quality
Lennar has sales teams across the country who depend on their performance marketing efforts for a consistent pipeline of leads. As the team optimized for high-intent buyers, protecting lead volume was critical. They needed to improve quality without sacrificing scale.
Voyantis engineered a blended signal calibrated to Lennar's specific targets, weighting toward high-intent buyers while maintaining volume. The signal is actively maintained, with ongoing monitoring, recalibration, and validation to adapt to seasonality, market shifts, and auction dynamics.
Voyantis’ impact
40%
increase in lead-to-appointment conversion rate
15%
reduction in cost-per-appointment
Higher-quality leads, lower cost to acquire them
With predictive signals surfacing high-intent buyers earlier in the funnel, New Home Consultants can focus on prospects who are actually ready to tour homes.
The results:
- 40% increase in lead-to-appointment conversion rate
- 15% reduction in cost-per-appointment
Gains held across the funnel - a sign that predictive signals are identifying genuinely motivated buyers. Leads are booking more appointments and more of them are actually showing up.
A scalable foundation for growth marketing
Voyantis's agentic platform runs continuously in the background, updating predictions, calibrating signals, and adapting to changes in the market. For Lennar's growth team, that means less manual optimization and a foundation they can scale across channels.
Following the success on Google Search, Lennar is expanding Voyantis signals to Performance Max and Demand Gen. Each channel has its own auction dynamics and requires a tailored signal strategy, but the foundation is in place to accelerate implementation.
