Case studies · Real estate · Developer

Buying a home is not
an impulse purchase.

A residential developer was launching a new phase of a residential complex. Decision cycle — up to 6 months; classic performance buying kept hitting the same people. We built look-alikes from real buyers of earlier phases and ran them simultaneously in CTV, display, and search.

Real estate · Developer · 12 weeks

CTV + display + search.

We exported 2,400 real buyers of prior phases from the CRM. Enriched their profiles with DMP data and built a look-alike audience. We showed the same audience on Smart TV, large portals, and search — with different messages at each funnel stage, from "this complex exists" to "book a viewing by end of week."

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Viewing requests
×4.0
by week 12
Booking CPA
−34%
vs previous phase
CTV reach
1.8M
unique households
What we did

Three screens, one audience.

01

CRM-based look-alikes

We relied on real buyers of previous phases rather than a generic "middle class 30–45." Trained the model and got an audience of 1.8M households.

02

CTV for awareness

We ran a 15-second spot on Smart TV and OTT at frequency 3. Goal — entering consideration, not a click.

03

Display + search

After CTV contact, the same audience got follow-up banners with floor plans and search on the complex brand query. Total frequency was capped at 8 contacts per week.

04

CRM measurement

Leads were tagged by first- and last-touch source. CTV counted as view-through so we wouldn't undervalue it versus performance channels.

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