The Challenge With a record number of new apartment block being constructed in Sydney There has been a considerable advertising spend in this sector, so how do advertisers break through the noise and get MIRVAC apartments noticed to potential First Home Buyers (FHB’s) and Investors?
The Insight As FHB’s and Investors have different path to purchase cycles, Pearman developed two separate online plans and weighted the amount of spend of each plan in correlation to historical campaign results of both FHB’s and Investors.
The Solution Pearman developed a media plan for FHB’s that encompassed Social Media, Geo-targeted mobile ads, as well as Geo-targeted & behavioral targeted programmatic buys in order to effectively reach the correct audiences.
Pearman developed a Point of Sale Strategy for Investors, placing MIRVAC digital communications in highly contextual & relevant ‘new apartment’ and ‘investor’ pages in high reaching property websites. Pearman also developed a very specific search keyword campaign that targeted Investors queries.
The Results Pearman contributed had 511 Register your interest conversions with a further estimated 542 from Google Ad Network and paid search. Mirvac sold out all 174 apartments during the advertising campaign period.