INDIGO ESTATES

Luxury Real Estate Video Ad Campaign

CLIENT OVERVIEW

Indigo Estates is a renowned luxury real estate firm specializing in high-end properties in Beverly Hills, Aspen, and Miami. Despite their success in the U.S. market, they faced challenges in establishing a strong digital presence and attracting high-net-worth (HNW) clients internationally.

CHALLENGES

The company struggled with two main issues: limited visibility among affluent international buyers in Europe and Asia, and the inability to translate their property features into emotionally compelling content. Their reliance on static ads led to low click-through rates (CTR), hindering lead generation.

SOLUTIONS

A video-focused advertising strategy was implemented to showcase luxury properties, using cinematic 15 to 60-second videos with drone footage, lifestyle elements, and voiceovers to emphasize exclusivity. The campaign ran across Meta (Facebook/Instagram), Google, and YouTube Shorts, using carousel ads, single video ads, YouTube TrueView targeting high-intent keywords, and engaging snackable videos with strong calls-to-action. With a $150,000 budget split across Meta ($75,000), Google ($50,000), and YouTube Shorts ($25,000), the three-month campaign ran from January 15 to April 15, 2024, maximising reach and engagement across all platforms.

RESULTS

The campaign achieved outstanding results, with a click-through rate (CTR) of 3.5%, far exceeding the industry average of 1.2%. The cost per lead (CPL) was reduced to $250, significantly lower than the $400 benchmark, and the return on ad spend (ROAS) reached an impressive 8x. In tangible terms, the campaign generated $3.6 million in attributed sales, 200 qualified international inquiries, and 15 direct property sales.

This campaign highlights the effectiveness of video-driven advertising strategies in elevating digital visibility and driving exceptional results in the luxury real estate sector.