The Villages at Washington Square is a newly constructed townhome community in Southern New Jersey from the family owned builder Cornell Homes.   The homes have a wide range of options and the builder provided a number of incentives to potential buyers.

Goals

1.    Generate sales using Facebook paid advertising
2.    Determine if Facebook advertising would be an effective platform for this kind of community

Work Performed by Philly Marketing Labs

Search Engine Optimization – research and recommendations allowed the team to tune each page on the Web site to attract targeted searchers.  Organic search grew by 325% from the month prior to the campaign compared to the final month of the campaign
Conversion optimization – Using analytics, ongoing recommendations were made to reduce friction in the photos, ads and landing page for Facebook visitors seeking information on the community.  Cost per lead dropped by 30% from the first week to the last week of campaign
Persona Profiling – Facebook user profile research helped define the campaign’s target audience.   The final results provided even deeper insight for improved audience segmentation in future campaigns
Pay Per Click – a Facebook advertising campaign was constructed and launched to attract email or phone leads.   Dozens of leads were generated with over 50% resulting in a person to person contact

Results

•    The campaign successfully resulted in sales
•    After three months, Return on Investment (ROI) was computed at 100%