The Ritz-Carlton Residences
Long Island, North Hills
Hyper-Targeted Lead Generation Ads
Ritz Carlton Residences launched a new property, investing heavily in beautiful website, print ads, and other marketing assets. The challenge was those assets were not customized for specific types of buyers, so while Ritz Carlton created a strong sense of brand value, the marketing could not address specific needs of "downsizers" compared to "growing families" to "international buyers". In addition, they had little ability to measure what worked and what didn’t by audience to improve results over time.
Combining consumer data from the client, our own research, and our understanding about Facebook's advertising capabilities, we built several audience profiles made up of likely buyers on Facebook. We then create unique digital experiences that matched the specific needs and desires of each buyer. The resulting campaign generated 629 interested homebuyers at a cost-per-lead of $26.84.
Empty nesters proved a successful audience for the lead generation campaign. Each ad drew on the benefits of downsizing and moving to a resort-like residence once the kids had moved out.
The strategy behind the boomerangs audience was to reach people who had left Long Island earlier in life, but are looking to move back to find more space or better schools for their families's.
Brokers & Agents
Using a list of top producing New York City and Long Island real estate professional we served ads directly to the agents, effectively cutting out the middle man.
Upper East Siders
Upper Easter Siders were a similar audience to empty nesters; however, it was targeted exclusively to zip codes in the upper east side. This allowed us to be hyper-targeted with our ad copy.