Helping a Home Builder Reach Ideal Buyers with Precision Targeting
When it comes to selling homes in a newly developed neighborhood, timing and targeting are everything. Our client, a home builder in Blacksburg, Virginia, needed help generating interest in their high-quality development—particularly from buyers who could afford a second home near a major university campus.
That’s where A Nice Guy Marketing came in.
The Challenge
The builder had a clear vision: reach prospective buyers with disposable income—especially alumni of a nearby, well-known university who might be interested in purchasing a second home or investment property. The problem? They were struggling to connect with the right audience using traditional marketing channels.
They needed a modern, data-driven solution that could adapt in real-time as the development evolved.
The Goals
Before crafting the strategy, we identified three core objectives that would guide our campaign:
- Reach university alumni who were most likely to have a high household income and interest in owning a second property near their alma mater.
- Inform local residents—especially those living in nearby high-income homes and apartments—about the premium new development as a potential upgrade.
- Engage active homebuyers already scouting other new neighborhoods of comparable quality in the area.
By aligning our efforts with these specific goals, we ensured that our campaign would maximize visibility, interest, and action among the most qualified leads.
The Strategy
We crafted a multi-layered geofencing for home building campaign using precise data signals to identify and retarget potential buyers:
First-Party Data Targeting
Using first-party data, we built an audience of likely movers with high household incomes living within the local DMA. This created a highly refined audience more likely to be actively searching for their next home—and in a position to act.
Event-Based Geofencing
We geofenced high-end alumni events tied to the university, including luxury travel experiences, VIP seating at sporting events, and fan conventions. Alumni attendees who fit high household income criteria were later retargeted with ads promoting the development’s premium features.
Competitor Geofencing
To reach buyers touring similar communities, we geofenced competitor developments and model homes that were nearing completion. This ensured our client stayed top-of-mind among individuals actively touring properties.
The Results
Throughout the campaign, we promoted the development’s standout amenities to each tailored audience segment.
By combining foot traffic attribution with scheduled and walk-in tours, we were able to give the builder valuable insights into which demographics were most responsive—and which marketing efforts were converting. The data told a clear story: local high-income residents were the most likely to book tours and express genuine interest in buying.
Campaign Highlights:
- 2,346 Clicks
- 0.13% Click-Through Rate
- 41 In-Person Tours Attributed to Campaign Activity
With thoughtful geofencing for home building, layered data, and real-time campaign optimization, we helped this builder make meaningful connections with qualified buyers—before construction was even completed.
If you’re a real estate developer or home builder looking to target serious buyers with precision, A Nice Guy Marketing is ready to help you build more than just homes—we build success.