Highly Qualified Leads for Luxury Apartments

Background

A local luxury apartment complex wanted to increase awareness of available units and drive potential renters to fill out forms on their website. I worked with the advertiser to utilize geofencing, consumer finance data, and several other programmatic advertising tactics to more effectively reach a qualified target audience and drive leads. One caveat - this client did not want to think about marketing. I was handed the keys and told to drive.
Strategy 

I developed a comprehensive omnichannel strategy using Facebook Ads, Search Retargeting, Keyword Contextual targeting, Category Contextual targeting, Site Retargeting, and Geofencing. I dropped target fences around local hospitals and younger neighborhoods and developed custom keyword lists and category selections to reach the target audience.

Targeting to only reach qualified buyers:

• Income and credit targeting
• People living/working in and frequenting up-and-coming neighborhoods
• People actively researching and applying for apartments
• Healthcare and tech workers
• Excluding recent homeowners

Throughout the course of the engagement, I made optimizations to improve the campaign’s performance. These included removing underperforming keywords blocklisting domains, and testing still imagery vs video walk-throughs.  

‍Results

• 6,258 Form Completions
• 0.18% CTR
• Over 100 Referrals

During this year-long campaign, the developer received more than 6,000 website form submissions that were directly attributable to digital marketing efforts. Additionally, the campaign achieved a CTR of 0.18%, exceeding the industry average of 0.08% - 0.10%.

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