Facebook and Instagram Ads Build Success for New Custom Home Builder

For over six decades, a respected local builder in a mid-size town has been crafting beautiful custom and semi-custom townhomes, villas, and single-family homes. Known for quality and attention to detail, they sought to increase visibility and drive leads for their communities. With Vici Media’s strategic approach, what began as a short-term campaign evolved into a long-term partnership, delivering exceptional results that have continually sold out their developments.

The Challenge

The builder needed to target prospective buyers actively searching for new homes—especially those interested in new construction, custom builds, or semi-custom properties. Our goal was to reach this audience efficiently and encourage engagement that would lead to community sellouts.

The Strategy

To connect with potential buyers, we crafted a targeted social media strategy on Facebook and Instagram, optimized to showcase each property type and community through engaging visuals.

1. Targeted Facebook Categories: Our targeting was designed to reach users in the market for new homes. This included categories like mortgage calculators, townhouses, villas, semi-detached homes, first-time home buyers, and more. By focusing on people actively considering a move, we maximized reach among those most likely to be interested in custom and semi-custom builds.
2. Ad Variety to Showcase Properties: We used a combination of Carousel Ads and Collection Ads to display multiple properties in each ad, making it easy for users to view different layouts and options. Additionally, we utilized single-image and video ads in Facebook’s premium newsfeed to capture attention on Facebook, Instagram, and their extended networks, increasing reach and brand awareness.

Our goal was to create an immersive, highly visual experience that drew prospective buyers to learn more about the builder’s communities and encouraged them to take the next step toward purchasing.

The Results

The campaign’s success led to a long-term relationship, evolving from a three-month test to a 42-month partnership with ongoing ad updates to promote new communities:

• Click-Through Rate of 22x the National Average: The ads consistently performed well above industry standards, generating strong engagement and interest.
• 6,160+ Social Conversions: Thousands of users clicked through, showing serious interest and converting from awareness to action.
• 202,130 Post Engagements: The campaign sparked substantial engagement, with comments, likes, and shares, broadening visibility and social proof.

Whenever a community sold out, the builder would simply update their creative to focus on the next community, ensuring continued momentum and a steady stream of leads for new developments.

Partner with Vici Media for Long-Term Growth

If your business needs a high-impact, cost-effective marketing strategy to connect with potential buyers and drive sustained growth, contact Vici Media today to learn more about our white-label digital solutions.