The Executive Development Group came to us looking to generate high quality leads for their residential homes development located in Tsawwassen, BC: West Coast Estates, through online registrations. A collection of detached housing (Phase 1), Townhomes (Phase 2) and Condos (Phase 3), we kicked things off from a marketing standpoint with the detached homes. Their goal was to have these homes close to 80% sold out by February 2021.
In order to generate the highest quality leads at the lowest possible cost we put together a strategy with a mix of Google Search ads, as well as Facebook and Instagram ads.
First and foremost, our research told us there was indeed a significant enough number of people searching online for homes located in Tsawwassen and Delta that Google Search ads would be worthwhile to pursue. We set up our list of keywords to bid on that would ultimately result in high quality leads being generated. Next, we developed engaging ad copy that would resonate with the user’s search. Our ad copy provided information on pricing, location, and other key factors such as “No Foreign Buyers Tax”.
We saw Facebook ads as an excellent opportunity to provide more details about the homes for sale, and of course provide great visuals that would help our target audience to visualize themselves in the space. As a result of Facebook’s change to targeting policies around items like housing, we had to keep our age and interest targeting somewhat widespread. However, we remained strategic with our geographic targeting in the Lower Mainland and ad copy. We provided vital information in the copy that helped our audience determine if these homes were right for them, and if they should make the jump to learn more and ‘register’. We shared important location information, pricing, as well as the fact that there was a revenue stream available to potential buyers to reduce their mortgage payments: lock-off suites.
Capacity left to sell as of Feb 28, 2021