ERA Real Estate Lead Generation Case Study

ERA Real Estate

Lead Generation

BeebyClarkMeyler.com | @GoBCM

With home shoppers increasingly dependent on

digital channels for their search, ERA sought to set

itself apart, keeping in mind the following goals:

• Grow visibility for ERA in a competitive real-estate

market

• Increase volume of online leads

• Create better measurement, reporting and

transparency

• Develop personalized advertising relevant to its

consumers


We designed a 360-degree digital campaign

comprised of various digital media tactics:

• Search data from home-buying sites Zillow,

Homes.com and Trulia was used to retarget

consumers with customized display ads

• Dynamic retargeting ads were also created

using first-party search data from ERA.com

• High-search volume keywords relevant to real

estate were used to drive traffic to company site

• A partnership with Scripps’ Networks HGTV

created brand awareness and interest in the

brand


• Dynamic, data-driven creative display ads were created by incorporating search data.

We used city and state queries to customize creative in real time, delivering over

10,000 possible variations of display ads


• High search volume ERA brand

keywords as well as non-branded

keyword searches were targeted

to drive traffic to ERA.com and

capture customer leads for local

ERA agents


ERA partnered with HGTV to

capture audiences who may be

interested in purchasing a home

• ERA ads appeared on

HGTV.com’s “Income Property”

show page

• Pre-roll video and banner ads

ran on HGTV.com

• ERA sponsored House Stories

and Cool Houses Daily sections

on FrontDoor.com


• Lead Generation: 5,000

in-market home-buyer leads

for local ERA agents

• Interaction: 130,000

high-value actions (shares,

emails and print listings)

• Visibility: 100MM national

ad impressions


Beeby Clark+Meyler is an award-winning interactive agency focused on

innovation in media. By this we mean the creation of new and more effective

marketing based on the consumer’s evolving interaction with, and

consumption of, media.

We design highly productive marketing programs that leverage today’s most

engaging digital media technologies to enable more brand engagement,

awareness and sales.

For more information, contact Stuart Meyler, Principal

[email protected], 203.653.7950

Visit: BeebyClarkMeyler.com

Follow: @gobcm