High-Impact Media Strategies Generate 3 Multi-Million Dollar Sales and Surpass Industry Conversion Rates
The Background:
This luxury builder, with a team of 300 employees, specializes in crafting multi-million dollar turn-key custom homes in Southwest Florida. With a brief but intense sales season peaking from January to March, their ability to engage clients and finalize sales during this period is crucial, especially in the post-Covid market.
Highlights:
- 3 Confirmed Sales: Averaging over $4 million each
- 1.68% Lead Conversion Rate: Exceeding the industry average of 0.4% to 1.2%
- 7.5 Million+ Impressions: Generating over 27,000 landing page visits
- 215% Traffic Increase: From January to April 2024, compared to the same period in 2023
Services Provided:
- Paid Media: Social Media, Display Ads, Email Marketing, Paid Search, and Endemic Ads
- Conversion-Centric Landing Pages: Tailored to different verticals (custom homes and pre-designed homes)
- Audience Insights and Targeting: Precision targeting in the Fort Myers and Naples areas
The Challenge:
This luxury builder faced a challenge many other builders have with seasonality: a short and intense sales season from January to March, during which they needed to maximize lead generation and close sales to sustain their business for the rest of the year. The stakes were high, especially in the post-Covid market, where buyer behavior had shifted, and competition was fierce. The builder needed to engage high-net-worth individuals quickly and effectively, making the most of a limited window to secure multi-million dollar contracts. Additionally, the unpredictable hurricane season made it crucial to reach potential buyers during their brief time in Southwest Florida.
The Solution:
Our strategists, designers, and developers built various highly conversion-centric campaign landing pages, to maximize lead generation. These landing pages were tailored to highlight the builder’s different verticals, such as custom homes and pre-designed homes within specific communities they were selling in. This approach allowed the campaigns to target potential buyers' unique needs and interests, further driving engagement and lead conversion.
We also leveraged multiple strategic channels and cutting-edge technology, using audience insights and targeting across the Real Estate Web to generate awareness and drive traffic to these landing pages from various paid media sources.
• Social Media: Effectively targeted potential buyers, driving traffic to landing pages, and generating high-quality leads through tailored ads. This resulted in increased sales and enhanced brand visibility.
• Display Ads: Significantly boosted brand awareness and engagement by reaching home shoppers across various websites or through retargeting. These visually appealing ads captured attention, drove traffic to landing pages, and increased the likelihood of converting visitors into leads and eventually homebuyers.
• Email Marketing: Strengthened relationships with potential buyers through direct communication, driving higher engagement and conversion rates. It kept the audience informed and connected through both the builder’s current database and a digital direct mail option.
• Paid Search: Captured high-intent leads by targeting keywords related to home buying. This approach ensured ads appeared when potential buyers were actively searching for new homes, leading to more qualified traffic and higher conversion rates, effectively driving sales and fueling growth.
• Endemic Ads: Placing ads on specialized real estate and luxury home websites ensured visibility among audiences already interested in high-end properties. This strategy boosted engagement and conversion rates, with careful selection of the right endemic platforms maximizing ad effectiveness.
The campaign, focusing on the Fort Myers and Naples areas in Florida, targeted potential customers with a net worth of $20 million, home values of $2 million or more, and ages ranging from mid-40s to 65+. To enhance targeting precision, we utilized detailed audience insights, such as the number of pets or cars they had or their preference for swimming versus biking. This granular approach ensured the paid media was highly tailored to meet the specific needs and desires of the potential buyer, effectively reaching a high-value demographic likely to be interested in the luxury homes offered by the builder.
Results and Analysis:
The paid media sources generated 7,576,083 impressions in January, February, and March. This extensive exposure contributed to over 27,000 landing page visits and 456 total leads for the builder, resulting in a submission rate of 1.68%. According to the National Association of Realtors, the typical lead conversion rate in the real estate industry ranges from 0.4% to 1.2%. This campaign surpassed the national average with a 1.68% lead conversion rate. Impressively, the campaign effort led to 3 confirmed sales, each averaging over $4 million, significantly contributing to the campaign’s overall success.
From January to April 30, 2024, traffic increased by an impressive 215% compared to the same period in 2023, demonstrating the power of choosing the right media mix.
Several factors contributed to the high landing page visits and lead conversion:
- A well-defined Targeted Audience to ensure relevance and interest; precise Timing to capitalize on the peak sales season
- A diverse Media Mix to increase visibility and reach across various channels
- Conversion-Centric Landing Pages to efficiently capture leads
- Engaging Creative Assets & Content tailored to the luxury market.
You Can Get Similar Results
This campaign achieved a 1.68% lead conversion rate, exceeding the real estate industry’s average, with over 27,000 landing page visits and 456 leads, resulting in 3 sales averaging over $4 million each. Key factors, including a well-defined target audience and conversion-focused landing pages, were crucial to the campaign’s success and impact.
If you’re aiming for similar success with your campaigns, reach out to us for customized strategies, expert media planning, and solutions tailored to your needs that drive remarkable results.