Case study · MTB Modules · Modular houses
More than 1,600 enquiries per quarter. Organically.
Since the company’s first day in 2020 we have run marketing for a modular house manufacturer. We built the channels with no ad budgets, on a market where the customer takes a long time to decide.
- 1 600+
- enquiriesper quarter, at peak
- 30 mln
- views in social mediain total, organically
- 300 tys.+
- followersin total
MTB Modules launched in 2020, and we have run the company’s marketing since day one. We show how organic reach turned into enquiries on a difficult modular housing market.
Starting point
MTB Modules launched in 2020 as a new brand on the modular housing market. The product costs from tens to hundreds of thousands of złoty, and the buying decision takes customers anywhere from a few weeks to over a year. We have run the company’s marketing since its first day in business.
The scope covers the whole buying path: social media content, the website with its catalogue and configurator, and the flow of enquiries to the sales department.
The customer journey: from a short video to an enquiry
Seven stages the customer goes through alone before a salesperson gets in touch.
- 01
Social media content
Short videos on TikTok, YouTube, Instagram and Facebook. Script, filming and editing on our side, publishing every two to three days. The strongest pieces pass a million views with no promotion budget.
- 02
Landing on the site
Traffic from the profiles and from the campaigns goes to a landing page with UTM parameters and the current offer. That way the report shows the source of every enquiry.
- 03
Model catalogue
Ten models in three categories: small houses with a mezzanine, family houses with an attic and single-storey houses. Filters, sorting by price and a gross price next to every model.
- 04
Model page
Floor area, production time, how many people are needed for assembly and a full list of what the set contains. A gallery in six tabs: visualisations, completed projects, construction, delivery, interiors and films.
- 05
Configurator
Five steps: set variant, assembly method, building design, market and currency, and extra packages. The summary recalculates the price after every change.
- 06
Transport and financing
The calculator works out the delivery cost from the address entered, and the financing simulation shows an indicative instalment over 120 monthly payments.
- 07
Enquiry
The customer downloads a PDF quote or sends an enquiry. The submission carries the chosen model, set variant, market, currency and extra packages.
Configurator and quote
The configurator calculates the price in three variants: PLN gross for Poland, EUR net for export inside the EU and USD net for B2B customers outside the EU. Switching market recalculates the whole quote and hides options unavailable in the given country.
On top of the base set the customer picks from a dozen-plus packages: SIP flooring, installation grid, underfloor heating, plumbing package, heat recovery ventilation, stairs, plasterboard, a pergola and extra insulation. Transport is calculated from the delivery address: a flat PLN 2,100 net up to 130 km from the factory in Chojnice, and a per-kilometre rate beyond that.
The website and its language versions
mtbmodules.com runs in seven language versions (Polish, English, German, French, Czech, Ukrainian and Spanish) and in three pricing variants. Beyond the catalogue and configurator, the site holds a description of the Flat Pack™ system, a map of six showrooms (Chojnice, Warsaw, Bydgoszcz, Cyprus, Austria, Spain), a partner programme, a knowledge zone and downloadable assembly instructions.
The site runs on our own brandNEW™ system. The client’s team adds models, updates prices, launches promotions and publishes completed projects on its own.
Enquiry flow and reporting
Enquiries from the configurator, the forms and the landing pages land in a single CRM together with their context: model, set variant, assembly method, market and currency, chosen packages, delivery address and campaign source. The salesperson opens the conversation on a ready configuration.
That data shows which models end up in quotes most often, which packages customers choose and which markets send the largest orders. The conclusions feed back into next month’s publishing plan.
Publishing rhythm
For the first twelve months we published to a steady rhythm and tested formats. Individual pieces were then counted in thousands of views; the first million-plus results came after a year of work, with no promotion budget.
On the Facebook profile MTB Modules – behind the scenes, which has 319 thousand followers, we publish every two to three days. Over the last three months individual short videos have collected between 582 thousand and 2.4 million organic views.
Our own format: “These are NOT paper houses”
A reply to comments questioning the quality of modular houses, made in the style of a series trailer. Script, cast, filming, set design and editing on our side.
Result
The social media channels grew organically to 30 million views and more than 300 thousand followers. The website records 40 thousand sessions a month. At peak, the work translated into more than 1,600 enquiries per quarter.
MTB Modules houses stand on four continents, and the brand runs six showrooms in Poland and Europe.
Below are short videos from the last three months, each with its publication date and view count.
Short videos from our work
24 September — a house with no building permit · 2.4M viewsFacebook
20 September — you won't find cheaper houses · 1.1M viewsFacebook
27 September — what a 120 m² house costs · 969k viewsFacebook
1 October — PLN 1,300 for a house of your own · 677k viewsFacebook
22 September — a house for PLN 34 a day · 670k viewsFacebook
4 October — what a 50 m² house costs · 582k viewsFacebook
