Paid Media · Strategy
Qualified leads introduced for under $40 each
Two months into inheriting a stable ad account, we were faced with dramatic changes to the New York real estate market due to COVID-19, requiring us to completely re-imagine our strategy for generating and nurturing leads.
About Triplemint
New York based, tech empowered real estate agency, Triplemint, connects people in search of the home of their dreams with the trained professionals and cutting edge tools to streamline and maximize their search.
The Situation
Two months into inheriting a stable ad account, we were faced with dramatic changes to the New York real estate market due to COVID-19, requiring us to completely re-imagine our strategy for generating and nurturing leads.
What We Did
The first, essential step was to immediately introduce new messaging and creative to proactively address our audience’s reality. But we partnered with our client to take it a step further, supporting them in launching a program offering broker fee relief to anyone impacted by the pandemic. Together, we re-envisioned the funnel at all touch points – ad, landing page, and offline call. Lastly, in light of a reduced media budget, we advocated for more flexibility in adjusting spend by day, allowing us to maximize awareness of our initiative.
PAID POST PROMOTION PERFORMANCE
The Results
A 3.9% engagement rate against a 3.0% benchmark, at $0.06 per engagement and $0.76 per click, producing leads under $4 and qualified leads introduced to the client team for under $40.
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