Earning highly qualified leads is critical to the success of a conversion-based digital campaign, and Schaefer Advertising employs a blend of intelligent thinking and data tools to develop strategic campaigns that yield highly qualified leads that meet our client’s business objectives.
The Approach
Pomona – by Hillwood Communities – is a master-planned community in Manvel, TX, located just south of Houston. To meet their sales goals, Pomona depends on driving awareness and conversion in order to build foot traffic to their community, and ultimately close home sales. In 2019, Schaefer Advertising leveraged very specific and unique tactics to create a full-funnel digital marketing strategy for the community.
To begin the marketing planning process, the Schaefer team carefully scrutinized data related to Pomona’s key target audiences by evaluating the current homebuyer segment against prospective homebuyers. This information provided us “look-a-like” profiles that we applied to our targeting criteria, enabling us to get very specific demographics, psychographics and geographical insights. As a result of this granular audience definition, we were able to identify that many of Pomona’s homebuyers were employed at the Texas Medical Center, located just 15 miles from the community.
With this knowledge, the Schaefer team developed a very targeted GeoFencing campaign as a tactic within the integrated digital strategy.
The Goals
- Move high-value prospects through the lead funnel by:
- Building brand awareness for Pomona among a very specific subset of the medical community within the Texas Medical Center
- Capturing a strategic audience group to retarget with outbound marketing efforts
- Driving qualified leads from the medical community to model homes within Pomona
- Closing home sales in Pomona
The Strategy – Hyper-Targeted Geofencing
GeoFencing is a targeted digital strategy that specifically serves display ad units to users who have entered a digitally fenced area. In order to structure a GeoFencing campaign, a virtual fence is mobilized around the targeted area to capture prospects and then deploy ads. A corresponding conversion zone is also established, allowing advertisers to track prospects from the GeoFence to the conversion zone. At Schaefer, we utilize variations of GeoFencing strategies across verticals to satisfy numerous goals such as driving event ticket sales or, in this case, selling homes.
For Pomona, our team devised a GeoFencing strategy focused on capturing highly qualified prospects at the Texas Medical Center. We identified five key parking garages used by medical professionals that mirrored a large portion of the current residents of Pomona. Additionally, we eliminated patient traffic in order to maximize the media spend on the most qualified prospects. After outlining our geographic target area, we developed specific ad creative to target those audiences, with messaging focused on proximity between home and work – “Pomona, just minutes from the Texas Medical Center.”
The Ads
The Results
- First GeoFencing campaign delivered 245,000 impressions and 18 conversions of highly qualified leads.
- Second GeoFencing campaign delivered 335,000 impressions and 40 conversions of highly qualified leads.
- The entire campaign delivered 580,000 impressions and a total of 58 conversions.
Making Life Better
A community is made up of far more than just buildings and geography. It’s about the people that say hello to each other every day, the experiences they share and the memories they make as neighbors. All of this turns a collection of buildings into a living, breathing community. We are proud to partner with Hillwood Communities, and help shape the fabric of their neighborhoods by delivering their message to the right audiences, and filling their communities with vibrant people.
