The Challenge
When Nikki and Jarrod Turner came to King Tide in September 2025, Smart Housing Solutions was about 12 months old. They were building quality tiny homes and cabins using 100% NZ materials — but their marketing wasn't keeping up with the quality of their product.
The business was getting around 10 enquiries per week, but the conversion pipeline was leaking badly. Only 3 of those became estimates, 1 became a design consultation, and it was a coin flip whether that consultation turned into an actual client. Too many tyre-kickers. Not enough serious buyers.
On top of that, Nikki was juggling everything — admin, sales, content creation, and managing a Facebook page that kept getting flagged and restricted. She was spending hours trying to get social media posts right, time that could have been spent talking to real prospects.
In short:
- Leads were coming in, but most weren't qualified buyers
- No structured sales funnel — prospects got lost or overwhelmed by options
- Social media was inconsistent and eating up Nikki's time
- Facebook ad account kept getting restricted — blocking their primary channel
- No clear brand positioning against cheaper, lower-quality competitors
The Approach
We didn't start with ads. We started with the foundation. King Tide developed a full marketing plan for SHS — brand positioning, content strategy, and a structured sales funnel designed to filter out tyre-kickers before they wasted Nikki's time.
Phase 1: Strategy & Positioning
We clarified SHS's brand positioning: affordable tiny homes and cabins that don't compromise on quality. NZ materials. Healthy homes compliant. Rent-to-buy options. WINZ registered. Real people — not some faceless operation that takes your deposit and disappears. That authentic, farmer-values positioning became the backbone of everything.
Phase 2: Qualify Before They Enquire
We built a Typeform quiz that did the heavy lifting. Instead of Nikki fielding vague enquiries, prospects answered qualifying questions — budget, timeline, what they needed — before they ever reached her inbox. We also added 'starting from' pricing on key models so people self-selected based on budget. The result? Fewer enquiries overall, but dramatically better quality.
Phase 3: Meta Ads (Our Way)
We ran a targeted Meta campaign using a method we've refined specifically for small NZ businesses. No generic boosted posts. A strategic hero ad as the always-on elevator pitch, plus tactical promotional campaigns when needed. We managed the ad account directly — including sorting out repeated restrictions that had been plaguing Nikki for months.
Phase 4: Content & Collateral
We created a social media content guide using the Grow/Convert/Retain framework — giving Nikki a clear system for what to post and why. We built a professional PDF price list, updated the website with new products and pricing, and kept the whole ecosystem current as SHS expanded their range.
The Results
Within months of implementing the new strategy, SHS saw a shift that Nikki noticed immediately. The tyre-kickers dropped off. The people reaching out were serious, informed, and ready to talk numbers.
- Tyre-kicker enquiries dropped significantly after the qualifying quiz went live
- Nikki went from spending hours on unqualified leads to talking to genuine buyers
- Facebook ad account restrictions resolved — campaigns running consistently
- Structured content system gave Nikki clarity on social media for the first time
- SHS expanded their range (including passive homes) with confidence in their marketing foundation
I am struggling with making time because it often takes me a couple of hours to get it right. Any chance you guys are able to do this part for me?
— Nikki Turner, on handing social media to King Tide (April 2026)
That last quote tells the real story. Nikki started this engagement trying to do everything herself. Six months later, the marketing system we built was working well enough that she trusted us to run it — freeing her to focus on what she does best: building homes and closing deals.
What We Delivered
- Full marketing plan and brand positioning strategy
- Typeform qualifying quiz — filtering leads before they hit the inbox
- Meta ad campaigns (hero ad + promotional) with ongoing management
- Social media content guide (Grow / Convert / Retain framework)
- Website updates, product additions, and pricing changes
- Professional PDF price list
- Facebook ad account troubleshooting and restriction resolution