Bolton Clarke Communities
Bolton Clarke owns and operates a number of Retirement Living communities across Queensland and New South Wales, so it was quite common to run sponsored posts on Facebook to generate sales leads. The properties vary in price and quality, as well as location, from high-rise beachfront communities to more traditional suburban villas.
My role was to create engaging campaigns with the property images supplied, track and report on the performance and respond to any enquiries, referring leads on to the sales team for the relevant property.
Retirement Living Spring 2017 Campaign
Sapphire Apartments, Hervey Bay
For the Retirement Living Spring Campaign I decided to use the Facebook Canvas advertisement as it allows viewers to access content, including multiple photos and links, in an interactive format which usually resulted in a qualified lead.
Facebook Canvas ads look like a regular post (as pictured right), but when the user clicks on the image it opens up to reveal a scrolling window with further content, still within the Facebook platform (as below).
Facebook Canvas ads are only interactive for mobile device users. The analysis reports from our Facebook accounts indicates up to 70% of our audience are mobile device users.
Right: The Facebook advertisement for Sapphire Apartments looks like a regular post
Below: When a user clicked on the image it opened to display more information including additional photos, opening times, agents details and a link to the property on the web
Facebook Campaign Results
Sapphire Apartments performed extremely well with Women over 55 which was exactly the demographic we were hoping to attract.
The insights from our Bolton Clarke accounts have consistently shown the majority of our audience is female, so the high proportion of female interactions as opposed to male engagement was not unexpected.
The advertisement appeared to Facebook users residing in the Hervey Bay and surrounding areas, as well as key locations including Melbourne, Sydney and Brisbane. With an overall cost per click (CPC) averaging around $0.53, and a steady stream of qualified leads the Retirement Living Team were very happy with the investment.
90% of the available apartments at Sapphire were filled during this campaign period.
Sapphire Apartments was one of six properties featured during the Retirement Living Spring Campaign for 2017.
Overall the Campaign achieved 10,926 Link Clicks across all six advertisements at $0.59 CPC (cost per click)
