Overview
Touchstone Living is the largest Las Vegas based homebuilder. The Touchstone team has built thousands of homes over the past 25+ years in the Las Vegas area. Most recently, Touchstone completed the construction of a new townhome community called Mosaic.
Touchstone has two to three projects in their pipeline at any given time and do not possess the marketing resources that the larger national homebuilders have at their disposal. After several years of what they described as “antiquated” advertising strategies, Touchstone knew they had to make a charge. They began researching digital marketing companies that had a track record of producing winning marketing strategies for home builders. Enter GRO.
Industry
Homebuilding
Location
Las Vegas, NV
Involvement
Client
Touchstone Living
*Photos / Renderings owned by Touchstone Living
Driving Awareness at a Low Cost
GRO proposed to launch a Social Media advertising test campaign for the Mosaic community. The goal was simple: drive qualified opportunities to the Mosaic community website. The key message to users was that buying a brand new Mosaic townhome was more affordable than renting a home.
Although their marketing budget was minimal in comparison to the national behemoths, GRO knew that serving ads on Facebook and Instagram to users who were interested in buying a new home gave Touchstone the best shot at driving interest in their communities for the lowest cost possible.
Social Media Ads
The Test Pays Off!
In just 2 short months, GRO had recorded 378 conversions for Touchstone! GRO was able to achieve those hefty totals due to a low cost per conversion of $16.40. Needless to say, Touchstone was more than happy to pay $16.40 per true opportunity to sell a home in the Las Vegas market.
Not only were real opportunities coming through in record numbers, Touchstone Living was getting in front of a massive audience of Vegas residents. In those 2 months, nearly 550,000 unique targeted users were served ads. Over 20,000 of those users clicked an ad and observed the Mosaic website. All of those 20,000 users were immediately captured in our retargeting funnel and eligible to continue seeing Touchstone social media ads moving forward.
All Systems Go!
After the blazing start, Touchstone was able and willing to invest more advertising dollars with GRO and are now utilizing a multi-channel approach including Display and Google Search to get in front of an even larger number of interested buyers.
Not only were real opportunities coming through in record numbers, Touchstone Living was getting in front of a massive audience of Vegas residents. In those 2 months, nearly 550,000 unique targeted users were served ads. Over 20,000 of those users clicked an ad and observed the Mosaic website. All of those 20,000 users were immediately captured in our retargeting funnel and eligible to continue seeing Touchstone social media ads moving forward.
The Numbers
