Challenge: Ritz Carlton expanded from the hotel and resort market into building residential communities. While the brand had developed beautiful imagery to showcase the properties and demonstrate the value of living in a Ritz Carlton Residence, they did not know how to leverage those assets digitally to drive buyers to their sales team.

Solution: Audience Solutions developed a creative and digital advertising program to adapt their core assets to better resonate with 4 different target audiences who were likely buyers. These audiences included:

●      “Empty Nesters” - Families whose kids have recently moved out of their home to go to college or start work.

●      “Transitional Families” - Growing families that were expanding beyond their city apartment, but not ready or interested in the maintenance of a stand-alone home.

●      “Boomerangs” - Families who sold their homes and left the area but realized they wanted a permanent place when they came back to visit family and friends.

●      “Doctors and other medical professionals” - Due to a large number of world-class hospitals in the area, doctors were likely to enjoy the high quality, expansive services and low maintenance aspect of the community.

Process: Creative was developed to connect with each audience.  Imagery and messaging were selected to appeal directly to the features that were most likely to address that buyers needs.  Digital advertising was designed to drive the right creative to the right audience, and the advertisements drove to a specific landing page designed to further reinforce the benefits for that audience.

Results: Audience developed a “scorecard” to track ad performance by audience. Ritz Carlton was able to see which advertising was most effective per audience and we were able to utilize that information to consistently improve CPM, cost per click and contact submissions over the course of the campaign.  Audience was able to track 182 qualified buyers delivered to the sales team with 13 that resulted in actual on-property visits. No other marketing and advertising approach were able to deliver specifically measurable performance.

Learn more about our work with Ritz Carlton.