After introducing Toronto’s premiere purpose-built rental tower to the city, it was time to fill it. Where other real estate opportunities traditionally end after selling all inventory, this project offered the unique challenge of creating an ongoing strategy to keep the lease rate in the building as close to 100% as possible, consistently filling the pipeline with potential new renters.
Challenge
After introducing Toronto’s premiere purpose-built rental tower to the city, it was time to fill it. Where other real estate opportunities traditionally end after selling all inventory, this project offered the unique challenge of creating an ongoing strategy to keep the lease rate in the building as close to 100% as possible, consistently filling the pipeline with potential new renters.
Objective
Develop an always-on digital media program to drive traffic to The Livmore website and appointment booking engine, with the goal of increasing qualified leads and converting those connections into building residents.
Solution
Community developed an integrated digital campaign strategy that included social placements on Facebook & Instagram, as well as direct response ads through search, programmatic and retargeting.
The integrated strategy was designed to drive a maximum amount of qualified leads to the website within the campaign budget. Retargeting + lookalike lists were built to serve website visitors with additional prompts, including customized creative. Optimizing daily to maximize budget efficiency, and content relevance to our target.
With multiple ad variations for each channel, we were able to effectively A/B test and promote the most compelling creative and messaging, optimizing daily within and across channels to ensure the highest return on ad spend.
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