September 1, 2022

How a $545 Facebook ad spend turned into $2 mln in real estate sales

The Elle Group, a boutique real estate team in Boston, had a new construction listing — the Boardman Street condos. Lien Vuong, founder of The Elle Group, was responsible for selling the property’s 9 units. She wanted to impress the sellers, and knew that before she could do any selling, she needed high-caliber visuals, even while (especially while!) the project was being developed.

The Elle Group contracted us at O’Kane Marketing to put together a set of renders that would show what the Boardman Street condos would look like when they were finished and allow The Elle Group to start selling them ASAP. To start, we obtained the floor plans from the builder and listened closely to their input on the finishes and details.

When it comes to creating the renders, we’re constrained by the four walls and the reality (or soon-to-be reality) on the ground for the project. That said, we often help with the furniture, decor, camera angles, and scene lighting so that the renders we provide are near magazine-quality, and will help the realtors move their properties more easily. This is a part of the process that we take particular pride in.

Happy With the Renders, But What’s Next?

Our client, The Elle Group, was thrilled with how the renders came out — and so was their client. This investment would allow Lien and her team to show buyers what the property will look like even while the building itself wasn’t much more than two-by-fours.

But there are tons of new condo projects in East Boston, so we prodded Lien and The Elle Group to take those renders and put them into a social ad campaign so that they could build some awareness and excitement around the development.

The 3 Parts of a Social Ad Campaign

The Elle Group went ahead and hired us to build a social ad campaign for the project. There are three components to a campaign through the Meta ad platform, which includes Facebook, Instagram, Messenger, and more:

1. Objective (website visits, page likes, engagement, etc.)

2. Audience (criteria that can include age, location, interests, and more)

3. Creative (your choice of a carousel slider, a video, a single image, etc.)

We know what you’re thinking — that all sounds great, but why would you highlight anything but a big success story on your company blog? And it’s a great point! We always think the same when we see case studies and success stories on other companies’ blogs. If we had to pinpoint why this project worked, there are a few reasons.

-The property is beautiful. It gave us plenty to work with!

-The “mini-website” — or, the way we configured the Instagram profile — was key

-The automation that immediately sent more information and started a conversation between agent and buyer ensured that no leads would fall between the cracks

-There were 9 units, so the ad spend was more efficiently used than if there was just one or two units. Plus, the property was in an in-demand area at an in-demand price

It’s important to remember that while the market has cooled off a bit, getting additional exposure on your listings is important now more than ever. Realtors must look at every listing like a billboard for their own services.

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