Dream Homes Within Reach: MassDreams First-Time Homebuyers Campaign

Dream Homes Within Reach: MassDreams First-Time Homebuyers Campaign

In 2022 and 2023, we embarked on a partnership 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, represents a beacon of hope for aspiring homeowners. It offers grants that cover down payments, closing costs, and other mortgage assistance tailored specifically to low- and moderate-income first-time homebuyers. In collaboration with MHP products, MassDreams enhances purchasing power and 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:

    • Impressions: An impressive 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 convert interest into action effectively.
    • 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.


The “Dream Homes Within Reach: MassDreams First-Time Homebuyers Campaign” was a resounding success. By strategically targeting eligible locations and crafting compelling creatives, we not only raised awareness of the MassDreams program but also actively assisted aspiring homeowners in realizing their dreams. The program’s impressive results, including thousands of conversions and link clicks, underline the campaign’s pivotal role in making homeownership more accessible to all.

  • 5.6K+

    Link clicks on Google Ads.

  • 5M+

    Impressions on Meta.

  • 1.2K+

    Google Ads Conversions.

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