Local Home Builder

INDUSTRY

Real Estate

CHALLENGE

One of the client's developments presented a distinct market mismatch: a modern townhome community featuring upstairs master bedrooms, being marketed in an area where approximately two-thirds of the local population is 55 or older — a demographic that typically favors single-level living. The campaign needed to find and activate the right buyers within a demographic minority, while simultaneously generating broad awareness for both developments.

CLIENT BACKGROUND

The client, is a growing Atlanta-based homebuilder, partnered with WSB-TV / Cox Media Group to drive visibility and qualified engagement for two key residential developments. The collaboration was a natural fit given CMG's multi-platform capabilities and proven ability to reach in-market homebuyers at scale across both the Atlanta and Tampa DMAs.

YOUTUBE & PRE-ROLL, RETARGETING DISPLAY, MOBILE PRECISE, & GEOFENCING

Black outline of a ringing bell with sound waves on a white background representing notifications or alerts.

142%

FORM SUBMISSION INCREASE

16k

WEBSITE SESSIONS DRIVEN

575

ONSITE CONVERSIONS

64%

SESSION GROWTH 2ND HALF VS 1ST HALF OF CAMPAIGN

Creative Strategy

Messaging centered on key lifestyle drivers: waterfront access, walkability, luxury finishes, and location convenience. A mix of static, animated, and video creative ensured variety and sustained engagement across the full campaign flight.

Front view of a red two-story house with white trim and brick steps under a clear blue sky

The Challenge

A rapidly growing regional homebuilder, recognized for its modern residential communities, faced a nuanced challenge in marketing a new townhome development. The community was situated in a market largely consisting of residents aged 55 and older, many of whom preferred single-level living. The builder needed to reach a younger, more active demographic—a minority in the area—while simultaneously enhancing brand visibility and generating leads for two different residential properties, each appealing to distinct buyer segments within the competitive real estate markets of Atlanta and Tampa.

The Solution

Recognizing the need for a sophisticated approach, the homebuilder partnered with a leading media solutions provider to develop a multi-channel digital marketing campaign. The strategy included targeted advertising across digital and social platforms, precise audience segmentation, and compelling creative assets tailored to each community's unique offerings. The decision to move forward was driven by proven expertise in audience engagement and the ability to directly connect with in-market buyers. By deploying a combination of display, video, and search advertising—supported by data-driven insights—the homebuilder successfully captured the attention of younger buyers while reinforcing its brand among established audiences.

The Results

The results were transformative: the digital campaign delivered a 142% increase in form submissions and drove over 16,000 website sessions, with 575 onsite conversions recorded across both communities. Session growth soared by 64%, demonstrating enhanced engagement and interest from targeted buyers. Beyond these direct metrics, the campaign created a halo effect, increasing organic and direct traffic, and amplifying brand recognition in both Atlanta and Tampa. Through a data-informed, multi-channel approach, the homebuilder not only met but exceeded its lead generation and brand awareness goals, establishing itself as a prominent force in Southeast real estate.