Homes at Berry Ridge

The Problem

The Homes at Berry Ridge was a new custom home community nestled in a scenic location near the heart of Blacksburg, Virginia. Although it was a premier home community in a prime location, the land needed to be developed, community marketed, and lots sold without any houses to look at or see.

The Solution

After developing buyer personas, our digital marketing team determined that our target audience was most likely Virginia Tech alumni who attended football games. Additionally, with custom homes starting at $750K, a secondary persona was targeted: individuals with a household income of $200,000+ who are in the market for a new home.

We developed a series of ads to target those individuals utilizing both geofencing and social media marketing. We not only targeted the area around the stadium on game days, but we also targeted vertically to hit only the lower bowl and suite level. In addition, regional alumni events were also geofenced to advertise to those individuals.

The Results

• 915 clicks on the advertisements in the first 7 months.
• Click-through rates increased by 31% with the newly designed ads.
• 7 visits to the new neighborhood property in the first 7 months, attributed to the geofencing program. Visits came from individuals who had previously been at a Virginia Tech home football game.
• The Virginia Tech football crowd clicked on the ad 320 times. Individuals living in Roanoke with a household income of $200,000+ and who are in the market to move clicked on the ads 33 times.
• Of the 16 lots, 8 lots are sold.