Serving as the local source for all your realty needs, the Orlando Regional REALTOR® Association has a large and diverse audience. Working as its advertising and media buying agency, part of our campaign work for this organization is to continually reach a broader audience of qualified prospects. To achieve this, we identified two key targets, Buyers and Sellers, across Orange and Seminole counties and utilized multiple channels to reach them. By analyzing our audience behaviors and retaining direct, consistent messaging, we expand our success to a wider range of individuals. To engage with each audience and persuade them to take action, we utilized specific channels catered to the psychographics of each group.
Both traditional and emerging avenues of advertising were implemented to reach across all age groups. These included print, radio, on-demand video channels and several social media platforms. Digital billboards, the Orlando Sentinel’s real estate site and pre-roll commercials in movie theaters across Orlando were implemented as well, to capture every qualified lead.
Focusing on the Buyers audience, which included people looking to upsize and first-time home buyers, we created a video advertisement featuring a beautiful dream home that anyone would be lucky to own. The one caveat? It’s actually a birdhouse! The video shows that with the help of a REALTOR®, buyers can find a home even better than their dreams could imagine. With this charming twist, audiences are shown how REALTORS® goes the extra mile for their clients.
But perhaps our proudest accomplishment so far is the video advertisement featuring our senior art director, Dolly Sanborn, as lead actor. Appropriately titled, “Happy Dance,” this video specifically targets the Sellers audience. The scene presents Dolly and her REALTOR®, played by Rustin Davis, in an excited dance celebrating the sale of her house. Our on-demand placement for “Happy Dance” received over 100,000 impressions while the movie pre-roll has been running daily for the past two months across 118 screens in the Central Florida area. Our digital rollout for the video ad received over 600,000 impressions within a three-month span.
See the excitement yourself, check out our dream house, and do your own happy dance with us. Appleton Creative is an award-winning, full-service Orlando media buying agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.