Virginia Housing
Building a Connection With First-Time Homebuyers.
Virginia Housing faced several obstacles to reaching and serving eligible residents statewide. Public awareness was limited—especially among first-time homebuyers and renters—while the need to engage diverse, underserved, and rural communities required tailored outreach. These challenges were compounded by Virginia’s varied housing market, spanning high-cost urban centers and underdeveloped rural areas, as well as a digital divide that limited access to online channels for many audiences.
Solution
After an in-depth analysis of the target audience’s media consumption habits and insights from past campaigns, LMO developed an integrated multi-channel strategy across three campaigns.
Strategic Media Planning and Audience Segmentation: We used advanced audience segmentation techniques to identify and engage diverse groups interested in affordable housing. In addition to first-time homebuyers, our outreach included renters, business partners, minority communities, veterans and key influencers such as parents. Our experts strategically selected digital and traditional media placements to align with these segments and ensure meaningful, targeted engagement. Additionally, LMO tailored creative assets based on the unique population makeup of each Virginia market, allowing for a personalized and localized approach.
Digital and Social Media Optimization: To maximize reach and engagement, LMO executed a multi-channel digital campaign combining programmatic advertising, rich media display, and video to drive qualified traffic to the Virginia Housing website. We activated social media platforms, including Facebook, Instagram and LinkedIn, to deepen user engagement and extend the campaign’s reach. Targeted paid search ensured Virginia Housing appeared in front of key audiences actively seeking homebuying and rental support resources.
Traditional Media Outreach: LMO leveraged traditional media channels to maximize reach and build awareness among minority and rural audiences. Television buys during high-profile sporting events, such as March Madness, helped amplify visibility across broad demographics. To further engage minority and B2B audiences, we used targeted radio and print placements. We also deployed out-of-home media in rural communities and high-cost urban areas to ensure comprehensive geographic coverage.
Performance Monitoring and Optimization: Through ongoing campaign analysis, monthly reporting check-ins, and real-time optimizations, LMO ensured continuous performance improvement, surpassing the click-through rate (CTR) benchmarks established for each campaign.
All campaigns surpassed their CTR goals, highlighting effective targeting and creative strategy.
928K
Website Clicks
237K
Impressions Delivered
$12
Cost Per Thousand Across All Media
Objective
Increase brand perception and awareness for Virginia Housing, homebuyer programs and educational resources.
Build on existing momentum following Virginia Housing’s 2020 rebranding initiative.
Drive qualified traffic to the Virginia Housing website, enabling users to access information about homebuyer education and affordable housing resources.
Segment different audiences through targeting and creative with a focus on diverse and underserved communities.
Refine messaging and media strategy to better connect with first-time homebuyers and their influencers.
