February 25, 2021

SmartTouch® Interactive Best of 2020 – Top Driving Social Media Campaign

Each week, we are sharing one of our favorite success stories that showcases our creative energy at work helping our home builder and real estate clients meet the demands of the ever‑changing market dynamics to sell more homes. This week we are spotlighting on Esperanza Homes high performing social media campaign from our Best of 2020.

SPOTLIGHT #7

Best Facebook Social Media Campaign – Esperanza Homes

Esperanza Homes is an award‑winning volume builder of 300+ new homes/year in the Rio Grande Valley. As a local builder based in South Texas, they wanted to target potential home buyers in Hidalgo County who had expressed interest in the past, many of whom are Hispanic and first‑time home buyers in the area. Esperanza Homes also wanted a campaign that would immediately engage home shoppers via their mobile device.

Esperanza Homes Campaign

THE MISSION

Create a Facebook social campaign that would give potential homebuyers an “Instant Experience” on mobile by showing a range of homes, plans and designs offered by Esperanza Homes.

Esperanza Homes Facebook Campaign

The Solution

SmartTouch® Interactive leveraged a new ad type for Esperanza Homes, the Facebook Collection Ads, which are typically used to showcase a catalog of products. For the Esperanza social campaign, SmartTouch carefully chose beautiful, intentional images that promoted the builder and floor plans. Viewers could then click any image to access the website and further explore the floor plan, including pricing, personalization of the plan, community, home site selection, and book a showing. The ads were then displayed to home buyers that had demonstrated prior interest in Esperanza Homes.

The Outcome

This campaign knocked it out of the park for Esperanza Homes with the Facebook campaign becoming the top source of traffic for the month. The campaign had 163,643 impressions, 6,969 clicks and generated 23 onsite buyer tours and two new homes sales were attributed to the Facebook campaign during the run time. And due to the success of the campaign another SmartTouch client chose to launch a similar campaign in another market.