BidPixel’s real estate Facebook advertising campaign takes out award
Facebook advertising agency BidPixel has picked up an award for a Gold Coast real estate campaign.
The announcement:
BidPixel’s real estate Facebook advertising campaign takes out the inaugural Social Media Marketing Awards best use of Facebook.
Overnight, there was a resounding tick of approval that the real estate advertising industry is finally getting disrupted with the awarding of BidPixel’s campaign which saw statistics that traditional media would’ve had a hard time accomplishing, let alone quantifying.
The award for the best use of Facebook went to BidPixel for their work on Alex Phillis Luxury Real Estate’s Facebook first funnel, which resulted in over $10 million in property sales from just $800 in advertising budget.
The same campaign also netted the Alex Phillis team a sale on a $3.7 million Gold Coast waterfront property off just a $5/day Facebook ad.
It’s no secret that Facebook’s network of advertising placements is still generating some of the lowest measurable cost per acquisition in ad buying today and strangely enough, the real estate industry has been one to be extremely slow on the uptake of this now mainstream placement.
With the industry still flirting between letterbox dropping DL brochures and pounding the pavement door knocking potential leads, they’ve traditionally seemed to be content with newspaper and premium listed REA or Domain listings to get the word out there.
Alex Phillis’s Facebook campaigns, while not being a ground-breaker in social media standards, is one of the few in his industry that is actually at the coal-face using the audience personas and lower acquisition costs to get leads for both his vendor and buyer strategies.
BidPixel approached the digital advertising from three angles. First, they identified and segmented the client’s target buyers to show compelling, engaging and dynamic ads to potential customers in the high-income suburbs of Sydney, Brisbane and Melbourne. Through testing and segmentation, BidPixel refined this audience to the most responsive group of potential buyers active on Facebook and Instagram.
Focussing always on the client’s sales funnel, BidPixel’s smart selection of advertising objectives aligned strategically with their aim to reach relevant audiences and turn them into leads. Beginning at the top of the funnel with video views, BidPixel were able to showcase the Alex Phillis Luxury Real Estate brand using their existing high production value video content. From there, viewers were led through the funnel by ads focussed on traffic and subsequently conversions.
Secondly, BidPixel increased the exposure of Alex Phillis Luxury Real Estate in their local region to attract new listings and drive continuous growth of the business. BidPixel used pinpoint geo-targeting to put and keep Alex Phillis Luxury Real Estate top of mind in the waterfront market of the Northern Gold Coast.
Thirdly, BidPixel devised and executed a creative strategy of ‘before and after’ awareness campaigns for each listing and sold property, specifically targeting suitable homeowners in the surrounding areas. The ads served two types of creative, first showing a property as ‘for sale’ with Alex Phillis Luxury Real Estate and subsequently as ‘sold’ by Alex Phillis Luxury Real Estate.
Alex Phillis commented “I made a decision very early in the stages of building our brand that I didn’t want to do high end real estate sales within traditional boundaries.
I needed to partner with an agency that understood exactly where I wanted to be and where I wanted to go.
The thing is with real estate, we need a funnel working really well and we need new listings coming in and maximum new enquiries on any advertising.
It’s not rocket science, but real estate sales really are a funnel. New leads in the top (whether they are buyers or sellers), a progression through qualification and then property sales out the bottom.
Working with the team at Bid Pixel we are able to be reactive on each property campaign, focusing detailed targeting for each property around a granular buyer persona.”
From a BidPixel media release
