This real estate lead generation case study demonstrates how Beeby Clark+Meyler grew lead generation and brand awareness for ERA in a crowded real estate market by employing dynamic ad retargeting, customized display, and the right media partnerships.
Challenge
With home shoppers increasingly dependent on digital channels for their search, ERA sought to set itself apart, keeping in mind the following goals:
Grow visibility for ERA in a competitive real-estate market
Increase volume of online leads
Create better measurement, reporting and transparency
Develop personalized advertising relevant to its consumers
Solution
We designed a 360-degree digital campaign comprised of various digital media tactics:
Search data from home-buying sites Zillow, Homes.com and Trulia was used to retarget consumers with customized display ads
Dynamic retargeting ads were also created using first-party search data from ERA.com
High-search volume keywords relevant to real estate were used to drive traffic to company site
A partnership with Scripps’ Networks HGTV created brand awareness and interest in the brand
Dynamic, data-driven creative display ads were created by incorporating search data. We used city and state queries to customize creative in real time, delivering over 10,000 possible variations of display ads
High search volume ERA brand keywords as well as non-branded keyword searches were targeted to drive traffic to ERA.com and capture customer leads for local ERA agent
ERA partnered with HGTV to capture audiences who may be interested in purchasing a home
ERA ads appeared on HGTV.com’s “Income Property” show page
Pre-roll video and banner ads ran on HGTV.com
ERA sponsored House Stories and Cool Houses Daily sections on FrontDoor.com
Results
Lead Generation: 5,000 in-market home-buyer leads for local ERA agents
Interaction: 130,000 high-value actions (shares, emails and print listings)
