How marketing automation helps a Finnish home builder generate better leads
Results at a glance
Customer: Muurametalot (ProModules Ltd.)
Industry: Prefabricated homes and turnkey housing
Solution: Groweo®
Objectives:
- Simplify marketing operations
- Consolidate customer data and marketing tools
- Improve customer journeys
- Generate more qualified leads
Results:
- Marketing tools, customer data, website interactions, and communications unified on a single platform
- Improved customer experience throughout the homebuyer journey
- Increased engagement and interaction on the website
- More early-stage leads through interactive customer journeys
- Easier segmentation and customer data management
Buying a home is one of the biggest decisions most people will ever make.
Future homeowners often spend months comparing options, exploring floor plans, researching suppliers, and evaluating costs before they are ready to contact a sales representative. For home builders, this creates a challenge: how do you stay relevant throughout that journey while making marketing operations efficient and manageable?
Finnish home builder Muurametalot faced exactly that challenge.
Since early 2025, the company has used Groweo to consolidate customer data, website interactions, marketing automation, and customer communications into a single platform.
According to Marketing Manager Satu Makkonen, the goal is simple.
“As a marketer, my job is to improve access to information throughout the customer journey while increasing awareness of a housing solution that helps people achieve their dream of owning a home.”
“To succeed, we need to be available whenever potential customers need us and make every step of the journey as easy and pleasant as possible.”
The homebuying journey begins online
Like most major purchasing decisions today, buying a new home typically starts online.
Potential customers search for inspiration, compare house models, explore suppliers, and gather information long before they are ready to request a quote.
For Muurametalot, the website plays a central role in that process.
“If someone is searching for information about prefabricated homes, they need to be able to find us online. Search engines are important, but social media also plays a significant role. Once visitors arrive on our website, we guide them toward the next step in different ways.”
“Social media helps create awareness, while the website’s role is to provide deeper information and move customers forward.”
Bringing marketing operations onto a single platform
Before adopting Groweo, Muurametalot managed marketing and customer communications through multiple systems.
Nothing was fundamentally broken, but maintaining several tools created unnecessary complexity.
“Everything worked, and there weren’t any major problems. However, having multiple applications and an automation platform connecting them made the setup more complex and sometimes more time-consuming.”
“For example, newsletters were sent through one system while the chatbot was managed through another. We simply had more platforms to maintain.”
The goal of the implementation was therefore straightforward: simplify the marketing technology stack and bring key functions together.
“Now everything important from a marketing perspective is managed within the same system: customer data, audience segments, newsletters, and website elements such as our House Model Test, chats, forms, and pop-ups. Customer data moves between them automatically.”
Better customer journeys create better leads
One of the most significant improvements has been the customer experience itself.
Instead of simply presenting information, the website now helps visitors explore options and find relevant next steps based on their interests and needs.
“Groweo creates a more pleasant website experience for visitors and adds visual elements that support engagement. I’m also happy that the applications match our brand identity.”
As engagement has increased, lead generation has improved as well.
“As interaction has increased, so have our leads. For example, our House Model Test now generates more early-stage contacts, allowing us to continue discussions about each customer’s needs and situation.”
For the marketing team, this means better visibility into customer interests and more opportunities to provide relevant guidance throughout the buying process.
“It’s now easier for us to offer customers the help and ideas they need.”
Simplifying daily marketing work
While customer experience was a key objective, the project also had a significant impact internally.
Managing customer journeys, communications, and website interactions from a single platform has made day-to-day marketing work more efficient.
“I would say it has made a marketer’s job easier. There were some challenges at the beginning, but we solved them, and the collaboration has worked well. You never feel like you’re left alone with a problem.”
Today, Makkonen uses the Groweo platform extensively, from creating newsletters to updating website applications as the company’s housing portfolio evolves.
“There’s no reason to be afraid of the learning curve. Groweo is very easy to use, and whenever we’ve had questions or needed assistance, help has been available quickly.”
For Muurametalot, the biggest benefit has been the combination of operational simplicity and improved customer experience.
“Two things have come together very well: my daily work has become easier because everything is managed through one platform, and at the same time we’ve improved the customer experience through tools like the House Model Test.”