Companies that need to reach high net worth individuals often have difficulty finding the right audience at scale while maintaining strategic messaging across channels. Traditional channels like Facebook and Google have heavily restricted targeting based on demographics like income, but these same restrictions are not necessary in programmatic advertising. In this case study we illustrate how omni-channel advertising strategies across inventories and digital devices help to increase reach and impact.
The case study revolves around a prominent Real Estate Investment Fund specializing in developing build-to-rent communities throughout the Southeast. Despite its strong market position and established reputation, the client sought to enhance its outreach to a niche audience while simultaneously expanding brand awareness through Connected TV (CTV) and other marketing touch points.
Challenges faced by the client included reaching their niche audience effectively through CTV, increasing completion rates of forms on their website, and attracting accredited
investors to generate high-quality leads. These challenges underscored the need for targeted strategies to engage and convert potential investors effectively.
Above The Fold rose to the occasion by implementing a comprehensive strategy that addressed the client’s diverse needs:
1. Tailored Connected TV (CTV) Advertising: Strategic CTV campaigns were launched to create top-of-funnel awareness within the niche audience, ensuring precise targeting and impactful messaging.
2. Multifaceted Digital Marketing Approach: Leveraging various digital channels such as social media, email, and SEO, Above The Fold engaged prospects across multiple touchpoints throughout the funnel, enhancing brand visibility and attracting qualified leads.
3. Strategic Website Optimizations: By enhancing website user experience and streamlining conversion processes, the agency facilitated an increase in form completions and middle-of-funnel engagement, ultimately guiding prospects towards conversion.
The results were nothing short of remarkable. Within the first month of implementation, the Real Estate Investment Fund witnessed a 136.84% increase in CRM inputs, indicating significant growth in engagement and lead generation.
Additionally, there was a notable 95.74% rise in qualified users, highlighting the immediate impact on conversion and online presence.
This success story not only showcases the effectiveness of Above The Fold’s innovative approach with programmatic advertising, but also underscores the importance of tailored strategies towards high net worth individuals. As marketing directors in the real estate sector navigate the complexities of audience targeting and messaging, this case study offers valuable insights and inspiration for future campaigns. With the right strategies in place, reaching and engaging niche audiences is not only achievable but can also yield substantial results.
