Condo Black Book is a premier real estate brokerage specializing in luxury condominiums in Miami.
While their portfolio was exclusive, their digital ads struggled to stand out in a crowded market, often failing to connect with the affluent buyers they needed to reach.
The core challenge was that selling multi-million dollar properties requires more than just showing pictures of a view. Potential buyers in this segment are sold on lifestyle, exclusivity, and emotion. CBB's previous ads were generic, leading to high ad costs and low engagement from serious prospects.
We implemented a "Lifestyle-First" acquisition strategy on Meta. By moving away from standard property listings and instead using high-end, narrative-driven video creatives that showcased the experience of living in Miami's most desirable towers, we were able to capture the attention of high-net-worth individuals and convert them into qualified leads.
Luxury real estate ads in Miami are ubiquitous; CBB’s ads were blending in, not standing out.
Generic ad visuals failed to resonate with the sophisticated tastes of high-net-worth individuals.
Broad targeting and uninspired creatives led to inefficient ad spend and wasted budget.
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The ads focused on square footage instead of the unique lifestyle and prestige of the properties.
We produced high-quality, cinematic video ads that told a story—showcasing a "day in the life" of a resident, highlighting amenities, views, and the surrounding neighborhood culture.
Key Learning: Selling the dream and the lifestyle is far more effective than just selling four walls.
On Meta, we utilized advanced targeting options, focusing on interests related to luxury goods, high-end travel, and specific financial behaviors to reach a qualified audience.
We implemented a retargeting funnel that served different creative angles (e.g., "Investment Value" vs. "Penthouse Living") based on which specific property pages a user had browsed on the website.
Instead of a generic "Contact Us," we tested ads offering "Exclusive Pre-Market Access" to upcoming listings, creating a sense of urgency and exclusivity that appealed to serious buyers.
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