Nestled in the vibrant city of Blacksburg lies a new custom home community that promises to deliver the ultimate living experience. The community’s prime location offers easy access to shopping centers, exquisite restaurants, charming breweries, and various forms of entertainment. With Virginia Tech’s campus just a mile away, it makes for an easy walk to Lane Stadium, plus the community is zoned in a highly-rated school district.
The Homes at Berry Ridge was a new custom home community in Blacksburg. Although it was in a prime location, the land needed to be developed, community marketed, and lots sold without any houses to look at or see.
After developing buyer personas, it was determined that our target audience was most likely Virginia Tech alumni who attended football games. Additionally, with the custom homes starting at $750K, a secondary persona was also targeted for individuals with a household income of $200,000+ and who are in the market for a new home.
A series of ads were developed to target those individuals utilizing both geofencing and social media marketing. We not only targeted the area around the stadium on game days, but we also targeted vertically so that we only hit the lower bowl and suite level of the stadium. In addition, regional alum events were also geofenced to advertise to those individuals.
In 7 months, there have been 915 clicks on the advertisements. This
resulted in a CTR above the industry average of 0.1%. In addition, improvements were made during the campaign that improved the CTR by 30%.
There were seven (7) visits to the new neighborhood property in the last seven (7) months. These visits came from individuals who had previously been at a VA Tech home football game. This audience clicked on the ads the most, 320 times.
Individuals currently living in Roanoke with an HHI of 200,000+ and are in the market to move clicked on the ads 33 times.
Of the 16 lots, two (2) are currently reserved, with two (2) others already being sold.
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