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Beyond Basic – How Next-Level Segmenting Delivers #1 Status

When your client’s goal is to sell homes, the ad agency has some apparent objectives:  1. Elevate the brand.  2. Drive traffic. 3. Nurture leads. As the Agency of Record for Bexley by Newland, we’re proud to say we’re meeting our objectives as Bexley just climbed the top of the charts as the #1 selling community in Tampa Bay.

Getting Started.

We started with Bexley when they were a newer community in a market with heavy area competition. They had a strong, nationally renowned developer, Newland, and a few recent “best” recognitions for their master planning and amenities. But, they wanted more leads, more digital traffic, more model home visitors and more sales.

Campaign Building.

We elevated the brand, developed the “Good. Better. Bexley™.” campaign and created an integrated marketing plan. Born out of the multiple “best” and “top” recognitions from the Southeast Building Conference and the National Association of Home Builders, this campaign was inspired from the one simple truth “Bexley is literally the best community around with better amenities to help residents live their best life.”

Moving the Needle.

Our Bexley media plan uses a blend of digital and traditional platforms. Digital outlets include prospecting and retargeting display banner ads, eblasts, Zillow ad units, social advertising across Facebook and Instagram as well as several home listing sites. Our entire digital approach and lead nurturing were highly targeted using persona research and shopper data. Traditional advertising is hyper-local with regional print publications as well as out-of-home, including outdoor boards and cinema advertising.

Becoming #1.

And exceeding all sales and marketing goals.

Sample of Bexley's advertising campaign in Pasco County, FL