MainVue Homes is a luxury home builder in Washington that develops new home communities across the state. Given economic and industry-specific factors, as well as the unique home-buying sales process, MainVue Homes needed a way to stay in front of their target audience and engage prospective buyers throughout the buying journey. Engaging users in the awareness stage and staying top-of-mind through retargeting and lead-driven campaigns turned cold leads into warm leads.
Buying a home is one of the most significant and complex decisions people make. Some buyers search for a specific type of home, while others focus primarily on location. For MainVue Homes, this meant finding a partner who could help them stay top-of-mind for a wide range of prospective buyers, while also promoting new home communities effectively.
In an industry that requires adaptability due to a rapidly changing market, accommodating new community launches and time-sensitive promotions, and navigating seasonal and economic fluctuations, ensuring their marketing remained both flexible and strategically aligned with their business goals was a priority. Following success with Odd Dog with SEO Consulting and Google Ads management, Meta Ads was a natural next step that fit into our existing strategy & workflow.
With new multiple community launches each year, seasonal promotions, as well as reaching general brand awareness goals, we took a full-funnel approach, ensuring we were engaging with prospective buyers at every stage in their journey.
We introduced community-specific campaigns based on inventory, retargeting campaigns, as well as managed general evergreen brand awareness campaigns, all optimized to lead prospective buyers down the funnel to a conversion.
With campaign management expanding across multiple stages of the buyer’s journey, continuously optimizing and changing ad creatives is essential to success. By testing different ad formats, including videos, carousels, graphics, and single images, we were able to put together a comprehensive strategy that not only takes into consideration where buyers are in their purchasing journey but also which ad format is most likely to resonate at that stage.
With a home purchase as the ultimate goal of the campaign, providing clear tracking and attribution to Meta Ads is essential to showcasing ROAS. Implementing clear tracking parameters on all campaigns, along with our ads testing, ensured that we were not only using data to drive our strategic recommendations but could easily attribute website growth and interest to efforts on the Meta platform.
Following the implementation of a comprehensive full-funnel Meta Ads strategy, supported by continuous monitoring, testing, and optimization, we saw a rapid and substantial increase in website traffic, higher click-through rates, and significantly greater on-site engagement, more than doubling the number of key events generated by Meta Ads users.
Beyond individual performance metrics, we developed a robust full-funnel ads strategy designed to adapt seamlessly to seasonal and promotional changes while maintaining consistent brand awareness and effective retargeting efforts. This strong foundation ensures the ad account is structured for long-term growth, enabling more efficient optimization, better audience segmentation, and greater scalability as new campaigns and objectives are introduced.
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