Selling Luxury.
Over
5,000 unique clicks in less than 1 month!
Client
Prestige Homes of Australia
Year
2022
Services
Paid Advertising
Content Development
The Brief
Prestige Homes is an established brand with a renowned reputation, however, their experience with paid advertising was non-existent. When working on this project, we had no previous data or insights from the social media accounts to make the usual specialised, educated decisions regarding ad strategy for their brand specifically. The brand lacked a Facebook pixel and had a very niche customer list that was difficult to translate onto Meta platforms. The property listing being advertised was also worth almost $9 million, niching the small target audience even further.
Our Approach
Due to our extensive combined knowledge and experience with aligned campaigns, we overcame these hurdles. By conducting research we were able to gain an even better understanding of the niche the organisation operates within. We also communicated with the team at Prestige Homes of Australia to ensure that the strategy, copywriting and creative content aligned with the goals and objectives for the campaign. We also conducted primary research throughout the campaign to assess the effectiveness of varying options. Our team made various ad sets with copy and creative variations and continually assessed the progress of the varying ads across the campaign to ensure the budget was being allocated to the best possible performing ad.
We worked with the team to develop and launch dynamic Meta advertisements. Prestige Homes of Australia had previously conducted a high-quality shoot of the property, giving us access to high-resolution, stunning shots of the luxurious home. Weestablish the copywriting, image and video content, hashtag lists and ad strategy implementation. We focused on using the digital resources at hand and optimised the content for Meta, to ensure the budget was being allocated efficiently and effectively, we reviewed historical data from their client database, assessed geographic locations and carefully targeted areas close to the property or with affluent reputations and we considered the personal interests and behavioural attributes of the target audience. All of these strategic decisions allowed us to achieve outstanding results.
Content Development
Our Senior Creative Strategist formatted the video content Prestige Homes of Australia provided and edited the footage into a dynamic reel. Manny worked his way through all of the supplied footage to find the most suitable shots to be cropped to suit portrait styling and were, therefore, not widescreen. In cases where he was unable to crop the original clip due to the significance of the shot, Manny found ways to include stylised background to allow the whole screen to remain full. Creating a custom video that was 15-30 seconds long proved to be effective in engaging the target audience. The top performing ads of the campaign were a still image, a carousel of still images and a short preview video, demonstrating the importance of high-quality variation for real estate campaigns. Manny described the process as ‘taking the viewer through the journey of exploring this magnificent house’.
The Results
The advertisements made almost 150,000 impressions and had over 5,000 link clicks to the property listing webpage in less than one month. The CPC (cost per link click) was just $0.18.
The ad campaign was a resounding success given it was their first time to target their key audience groups through Meta, and it helped Prestige Homes of Australia achieve its fourth record sale in the municipality this year.
The Prestige Homes Facebook page also increased its reach by over 100,000% during the campaign, Facebook page visits increased by 450% and Facebook Page likes increased by over 650% over the four-week period. We were also able to gain a much wider understanding of the audience Prestige Homes attracts on Meta platforms, these statistics will be invaluable for future marketing campaigns.
In the end, this incredible property sold and secured its fourth municipal record in the past year. We’re absolutely thrilled to have played a part in Prestige Homes of Australia’s success.