Objective:

Engagement – Reach a large audience of potential home buyers to promote a new development. The goal was to encourage the audience to click the ads to learn more about the custom homes for sale in the new community.

Strategy:

As the location’s first $1m+ neighborhood, it was important to establish the brand of the development and emphasize the luxurious amenities and quality construction for which the company was known.

Additional ads were introduced later to promote an incentive offer, as well as including a search ad that targeted potential home buyers actively looking for luxury homes.

Result:

The Carousel Ad featuring the brand and amenities had a healthy engagement rate with a 4.9% CTR.

The Meta ads promoting the incentive garnered a better than expected 7.5% CTR after some optimization.

The search ad performed well with a 12.1% CTR average.