A rendering of a three storey home, with the headline "2 Renters for the Price of 1 Mortgage."

Daytona Homes

Finding success
with the right
audience

A newly constructed three-storey home with eight "for sale" realtor signs out front.

The background

introducing: the zenvo

Daytona Homes released a new addition to their product line in late 2022: the Zenvo, a distinctive three-floor home available in two Edmonton communities. Designed to cater to modern lifestyles, the Zenvo offered dual living areas with separate entrances, ideal for homeowners seeking the flexibility to run a business from home or generate rental income. Despite its innovative design, only two were sold several months after its launch, leaving 13 units still available.

A Facebook Ad mockup on an iPhone for Daytona Homes with the headline "Buy 1 House Get 2 Properties."

The Challenge

overcome buyer hesitency

In a challenging economic environment, with high mortgage rates and homebuyer hesitancy, we needed to articulate the unique value proposition of the three-floor Zenvo model and its benefits to potential buyers.

An example of a display ad for on the web with the text "2 Renters for the price of 1 Mortgage."

the goal

Sell the remaining 13 units by the end of 2023, within a 4-month timeframe, by generating a steady flow of qualified leads for the Daytona sales team.

A gif showing a two-storey home pop up into a three-storey home.

the insight

1 mortgage, 2 renters

Recognizing the evolving real estate landscape, we identified growing demand within the rental market and for investment properties in the Edmonton region. With homeownership becoming increasingly difficult due to high mortgage rates, the Zenvo presented a compelling investment opportunity for those who wanted to get into the appealing rental market with a property that was already set for two occupants. The Zenvo’s design allowed for dual occupancy under a single mortgage, appealing to both homebuyers who are looking for an income property and investors alike. Moreover, the Zenvo's unique lower floor, was something that could be cleverly dubbed as an "above-floor" basement, as it promised a brighter and more desirable living space, elevating its appeal in the competitive rental market.

Two phones mocking up an Instagram Story ad for the Daytona Homes Duo Campaign.

the results

zenvo, meet duo

To reposition the product and attract the right audience, we rebranded the Zenvo as the "Duo," emphasizing its dual-living concept. Shifting the focus towards investors, a targeted marketing approach was adopted, leveraging audience focused paid channels that would deliver the most awareness and conversations with the client’s budget. By aligning messaging with real estate investment themes, the campaign aimed to capture the attention of potential investors and highlight the lucrative opportunities offered by the Duo. Telling the story of the Duo and benefits it brought to investors was important, and something the current Daytona Home’s website couldn’t accommodate, so a dedicated campaign landing page was also developed to showcase the unique features of the property and prioritize capturing leads effectively.

An example of the Daytona Homes Duo Homes campaign as an LinkedIn social ad.

the campaign

communicate the offer

The Duo campaign ran from September to December 2023, leveraging Paid Social, Programmatic Display, and Paid Search channels. Creative assets, including animations illustrating the innovative design, were developed to engage the audience and drive conversions. Two campaign messages were used: “2 Renters For The Price Of 1 Mortgage” and “Buy 1 House Get 2 Properties” to capture the attention of investors and clearly communicate the double income value the property could bring.

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