Connecting Harvard Real Estate with homeowners ready to sell
The Harvard Real Estate needed a more effective way to reach property owners willing to sell during a changing real estate market. We developed a focused Facebook and Instagram acquisition strategy built around sharper targeting, a dedicated landing page and continuous campaign optimisation.
430
QUALIFIED LEADS
31%
CONVERSION RATE
$26
COST PER CONVERSION
The pandemic created uncertainty across the US real estate market, pushing The Harvard Real Estate to rethink how it connected with property owners. The business wanted to identify homeowners willing to sell their properties while creating a more efficient acquisition process than traditional marketing could offer. The challenge was to reach the right sellers, communicate the offer clearly and generate a consistent flow of qualified enquiries.
The approach
01
Narrow the audience around seller intent
We analysed previous campaign data, competitor activity and audience behaviour to identify property owners most likely to consider selling, helping concentrate the campaign on more relevant prospects.
02
Create a clearer path to conversion
We built a dedicated campaign landing page that matched the messaging and offer used in the ads. This created a more consistent journey from ad click to enquiry and helped improve conversion performance.
03
Test and refine the campaigns
Facebook and Instagram campaigns were supported by multiple creative and copy variations. We continually reviewed targeting, ads and campaign performance to improve lead quality and keep acquisition costs under control.
The campaign generated 430 qualified leads for The Harvard Real Estate and achieved a conversion rate of approximately 31%. It also maintained an average cost per conversion of around $26 while running consistently over an eight-month period.
Campaign activity also produced a click-through rate of around 4% and helped The Harvard Real Estate maintain a steady pipeline of property sellers through paid social.
"An amazing team that is efficient and on time. Thank you for all your efforts. I appreciate you all."
Jamaal Nelson,Chairman, The Harvard Real Estate
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