Dream Homes Within Reach: MassDreams First-Time Homebuyers Campaign
Dream Homes Within Reach: MassDreams First-Time Homebuyers Campaign
In 2022 and 2023, we partnered with MassHousing and Massachusetts Housing Partnership to champion a compelling campaign for MassDreams. MassDREAMS is a Massachusetts program that provides up to $50,000 down payment and closing cost grants to first-time homebuyers who meet the program’s eligibility criteria and currently live in one of the 29 communities disproportionately impacted by the COVID-19 pandemic. Our mission was clear: establish brand recognition and drive program awareness in eligible towns and cities. This advertising and marketing engagement aims to build public awareness of the program among the target audience of low- and moderate-income prospective first-time home buyers and to direct those buyers to visit relevant websites to learn more and pre-qualify for assistance.
About MassDreams
The MassDreams program, initiated in 2022, was funded by a $65 million reserve of state ARPA funds allocated by the Massachusetts Legislature in December 2021. The program provided a forgivable grant of up to $50,000 to help eligible homebuyers purchase their first home. It offers grants that cover down payments, closing costs, and other mortgage assistance tailored specifically to low and moderate-income first-time homebuyers. The MassDreams Program opens doors to first-time homeownership opportunities in Massachusetts.
Impact and Results
Our Approach
We promoted MassDREAMS to 29 communities via different advertisement platforms. Based on the research, we determined the marketing campaigns for Google, social media, and radio ads. We created a short video in English and Spanish about the program. Developed a strategy to reach the target audience in various towns and cities. Created racially diverse, culturally sensitive creative assets in English, Spanish, and Portuguese. Developed traffic ads for media outlets. Determined key performance indicators. And tracked campaign performance recommending campaign optimizations to improve performance.
In addition, our approach included demographic insights and multi-platform engagement:
- Demographic Research: We delved into the demographics of eligible locations, gaining valuable insights to shape our strategy.
- Multi-Platform Campaign: Leveraging the power of social media, we crafted engaging Facebook and Instagram ads. Simultaneously, we launched Google ads in multiple languages to ensure broad reach.
- Creative Content: Our team designed compelling creatives for these ads, ensuring they resonated with the target audience. Ad distribution was optimized according to city size.
Campaign Results
The numbers speak volumes about the success of the MassDreams First-Time Homebuyers Campaign:
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- Impressions: Over 5 million impressions across various platforms highlighted the campaign’s broad reach and visibility.
- Social Media Conversions: Over 39K link clicks on social media underscored our effectiveness in driving engagement and interest among prospective homebuyers.
- Google Ads Conversions: Google ads generated over 1.2K conversions, reflecting our ability to effectively convert interest into action.
- Link Clicks on Google Ads: Our Google ads campaign garnered more than 5.6K link clicks, showcasing the strong interest generated in the MassDreams program.
- Fully subscribed: Our ads helped MassDreams to be fully committed and awarded $60 million of downpayment to qualified first-time homebuyers.
Success!
The “Dream Homes Within Reach: MassDreams First-Time Homebuyers Campaign” was a resounding success. By strategically targeting eligible locations and crafting compelling creatives, we raised awareness of the MassDreams program and actively assisted aspiring homeowners in realizing their dreams. We have helped the program become fully subscribed to.
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5.6K+Link clicks on Google Ads.
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5M+Impressions on Meta.
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1.2K+Google Ads Conversions.
