The value of real-time performance metrics in online banners have been obvious for some time. At NewHomeSource, we’ve encouraged builders to design creative to initiate consumer action. The best performing banners help consumers narrow and refine their home search by advertising the number of communities, and range in price. We’ve seen other banners drive traffic to sales promotions or featured listings.
This week, Pacific Communities launched a campaign with a secondary call to action to their social media page on Facebook. The main banner advertises their communities while a second button links to Facebook. With friends, Pacific Communities has an opportunity to collect a different type of lead. One they can continue to message even beyond the home search and one that provides feedback, consumer perspective and referrals. I’ve seen the proliferation of advertising social networks on email signatures, business cards and home pages. It makes since to include it in online banners where consumers are already engaged with your brand.
Pacific Communities “Staycation” promotion keeps the consumer engaged by offering prizes like an IPOD Nano to friends who upload their staycation pics. It will be interesting to see the fans generated from this effort and how Pacific Communities continues to speak to that audience. Still, I can see the Facebook Tag becoming a staple in most online call to actions.
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For more information on how you can take advantage of Display Advertising, contact Thane Tennison, Ad Operations Manager for NewHomeSource at 866-651-8868 or at ttennison@builderhomesite.com. You can also follow Thane on Twitter at @t_tennison.
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