Context

Timberframe by BPM Green Concept is a brand with a deep heritage in wood craftsmanship, born from a passion passed down through generations. With 10+ years of experience building modular homes, the team aims to lead Romania’s sustainable timber construction market.

🎯 Objectives

  1. Qualified lead generation for timber-structure construction.

  2. Clear market positioning in modular homes and glamping.

  3. Build an aspirational brand with a loyal, well-informed digital community.

  4. Go-to-market strategy for each product category: A-Frame houses, Barnhouse, glamping units, canopies/shelters.

📌 The challenge

  • Lack of a consistent pipeline of qualified leads.
  • Low market education on the benefits of timber-frame technology.
  • Relatively new social presence, without an active community.
  • Diverse products require distinct—but coherent—positioning.

Positioning Stragety & Customer Acquisition

Timberframe by BPM Green Concept speaks to people seeking a healthy, natural, and sustainable alternative to conventional construction. We target a segment at the intersection of aspiration and conviction—clients who dream of their own home and carefully choose materials, aesthetics, and the way they live.

Our positioning centers on the idea of a “breathing home”—a modular, energy-efficient residence that feels warm, visually and physically. We highlight the emotional benefits of timber-frame builds—quiet, comfort, fast delivery—alongside clear proof points: strength, sustainability, and long-term efficiency.

The tone is warm and professional—like a master carpenter guiding you step by step to your dream home.

Implementation & Content Marketing

We began by continuously developing timberframe.ro, making each home type an entry point into the brand—clear, aspirational, and functional. Product pages were optimized for conversion, and content was rewritten around the real needs of the future homeowner.

On social media, we built a coherent, inspirational visual presence. Video content was tailored for Instagram and TikTok—short, mobile-first formats that convey the magic of timber homes in 30–45 seconds, from A-Frame houses assembled in five days to glamping cabins set in the forest.

Each video was designed to inform, inspire, and convert—not just drive likes, but generate qualified leads.

Paid Campaigns & Lead Generation

We ran targeted Meta Ads to audiences interested in sustainability, design, architecture, and an active lifestyle. Campaigns followed clear stages:

  • Awareness: native video + emotional headlines: “A home that breathes with you,” “In 45 days, your dream has a roof.” 
  • Consideration: dedicated model pages + quote request form. 
  • Conversion: lead generation, remarketing, and ongoing cost-per-lead optimization.

Early results validated the strategy: competitive CPL, strong interest in A-Frame and Barnhouse models, and clear signals that the market wants to hear the Timberframe story.

Conclusion

Timberframe is more than a timber-frame home builder. It is a manifesto for a different way of living—closer to nature, grounded in sustainable values, and aligned with the inner rhythm of people who choose to build with purpose.

At the intersection of Nordic design, industrialized delivery (off-site manufacturing), and emotive brand storytelling, Timberframe is a brand built for the future.