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Real Estate

Rocklyn Homes

OVERVIEW:

Home may be where the heart is, but when it comes to marketing homes, it’s the head that rules. For Rocklyn Homes of Duluth, GA, a builder of new homes, condominiums and communities throughout the metro Atlanta area, it was all about smart strategy. With homes at different price levels for different needs—from starter to move-up houses, and downsizing options for older adults—successfully engaging each audience meant using tailored messaging and demographically targeted advertising options with Comcast Spotlight’s multi-screen advertising solutions.

STRATEGY:

Rocklyn Homes put both demographic and geographic targeting to work, by picking networks that best aligned with the demographic profile of each community, and using creative tailored to the audience. A message for those looking to get into a starter home featured a young woman in a cramped apartment, and aired on networks like Bravo, ESPN and TLC, while messages focused on a quality lifestyle reached a more mature audience on networks like Discovery, FOX News and History. Adding reach and frequency to the media campaign was digital marketing, with geographically targeted banner advertisements on both Xfinity.com and FOXNews.com.

SUCCESS:

For Rocklyn Homes, multi-screen advertising has served a key building block of sustained success. Over multiple years with a consistent approach, the home builder reported continued growth in web traffic, sales and revenue. In turn, that led the company to increase its advertising budget year after year.

For Rocklyn Homes, multi-screen advertising has served a key building block of sustained success. Over multiple years with a consistent approach, the home builder reported continued growth in web traffic, sales and revenue.

Rocklyn Homes