A Real Estate Campaign That Reaches Real People

The Orlando Regional REALTOR^® Association (ORRA) is a leading trade association in Florida comprised of almost 12,000 brokers, property managers, appraisers and more. ORRA approached Appleton for help in promoting professional REALTORS^® and the local real estate market. The current economy is promising, with low mortgages and a buyers’ market, potential homebuyers have the opportunity to purchase an affordable house and sellers can make a profit. We created four real estate marketing campaigns to target different demographics in Orange and Seminole counties and their surrounding areas. The audiences are Empty Nesters, Young Professionals, Relocators and Outgrowers. We aided ORRA in achieving their objective to inform potential clients that REALTORS^® make the process simple, hassle-free and fun. We created a specific landing page for each group to guide them to a REALTOR^® for professional assistance with buying and selling.

In order to reach these demographics, Appleton implemented a full spectrum campaign. We created different landing pages for the four demographics, each with their own image, slogan and unique copy. We targeted social media with Facebook ads and employed digital banner ads across industry relevant websites. In addition to in-house content creation, we operate as a media buying agency allowing us to create specific print ads and billboards for each group and produce radio spots for multiple stations. From traditional channels to social and online marketing to SEO and web development, we brought together multiple departments to help ORRA accomplish their objectives.

Empty Nesters

Empty Nesters are a common group in Orlando. Their children are in college, graduating college or have families of their own and they have moved out of their parent’s home. This leaves the Empty Nesters with too many rooms and too much unnecessary cleaning. The space feels empty and lonely. This demographic wants to downsize and upgrade. They want a home more fitting to their new lifestyle with manageable space that leaves them with extra time to do what they love, rather than waste time maintaining the house. Houses sold by the Empty Nesters make great homes for our next target audience. Check out the Empty Nesters landing page.

Outgrowers

The Outgrowers are a booming part of residential Orlando. These people currently live in a house that is too small for their lifestyle. There’s no room to relax comfortably and everything seems to be crammed into any available nook and cranny. This demographic is comprised of young families who need more space. Whether they are planning on having children or they already have a few, these young families need to move to a more suitable place. The Outgrowers want a bigger house. They need room for themselves and extended family or friends who come to visit. More bedrooms are necessary for the children to grow into and multiple bathrooms are a must for the parents and kids to have their separate spaces. The Outgrowers are looking to upgrade for their future. See the Outgrowers landing page.

Young Professionals

This group may eventually become the Outgrowers, but for now, they want to move away from roommates to a space they can call their own. The Young Professionals range from ages 21 to 35 and they’ve recently graduated from college, started their careers or they may have been in the professional world for a few years and are ready for the next step. One thing remains the same, however—they’re currently living with roommates and they’re tired of it. These individuals have cohabited for years and they want a change from the constant pile of dirty dishes in the sink and the mystery smells from the laundry room. The Young Professionals are just beginning their lives and they want the benefits that come along with being an adult—independence, freedom and their own individual space to call home. Check out the Young Professionals landing page.

Relocators

Time and money are both precious things. Relocators know this all too well and that’s why they’re looking to move. These commuters spend most of their time traveling to and from work. It’s known to locals that driving around Orlando can be stressful to say the least, especially on 408, I-4 or East Colonial and costs associated with commuting can really take a toll on your bank account. Relocators want to cut down on drive time and the money spent traveling—they don’t want to waste their resources anymore. They do want to spend more time at home and less time on the road. The best way to achieve this is to work and live in the same vicinity. Tired of being exhausted of their resources, Relocators are looking to move closer to their jobs and their social lives in order to take back their lives. See the Relocators landing page.

Our dedicated team knows how to connect with every demographic and get the desired results for our clients. Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production—all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com

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