This case study demonstrates how Beeby Clark+Meyler grew lead generation and brand awareness for ERA in a crowded real-estate market by employing dynamic retargeting, customized display, and the right media partnerships. Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal smeyler@beebyclarkmeyler.com, 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

1. ERA Real Estate
Lead Generation

2. BeebyClarkMeyler.com | @GoBCM
With home shoppers increasingly dependent on
digital channels for their search, ERA sought to set
itself apart, keeping in mind the following goals:
• Grow visibility for ERA in a competitive real-estate
market
• Increase volume of online leads
• Create better measurement, reporting and
transparency
• Develop personalized advertising relevant to its
consumers

3. BeebyClarkMeyler.com | @GoBCM
We designed a 360-degree digital campaign
comprised of various digital media tactics:
• Search data from home-buying sites Zillow,
Homes.com and Trulia was used to retarget
consumers with customized display ads
• Dynamic retargeting ads were also created
using first-party search data from ERA.com
• High-search volume keywords relevant to real
estate were used to drive traffic to company site
• A partnership with Scripps’ Networks HGTV
created brand awareness and interest in the
brand

4. BeebyClarkMeyler.com | @GoBCM
• Dynamic, data-driven creative display ads were created by incorporating search data.
We used city and state queries to customize creative in real time, delivering over
10,000 possible variations of display ads

5. BeebyClarkMeyler.com | @GoBCM
• High search volume ERA brand
keywords as well as non-branded
keyword searches were targeted
to drive traffic to ERA.com and
capture customer leads for local
ERA agents

6. BeebyClarkMeyler.com | @GoBCM
ERA partnered with HGTV to
capture audiences who may be
interested in purchasing a home
• ERA ads appeared on
HGTV.com’s “Income Property”
show page
• Pre-roll video and banner ads
ran on HGTV.com
• ERA sponsored House Stories
and Cool Houses Daily sections
on FrontDoor.com

7. BeebyClarkMeyler.com | @GoBCM
• Lead Generation: 5,000
in-market home-buyer leads
for local ERA agents
• Interaction: 130,000
high-value actions (shares,
emails and print listings)
• Visibility: 100MM national
ad impressions

8. BeebyClarkMeyler.com | @GoBCM
Beeby Clark+Meyler is an award-winning interactive agency focused on
innovation in media. By this we mean the creation of new and more effective
marketing based on the consumer’s evolving interaction with, and
consumption of, media.
We design highly productive marketing programs that leverage today’s most
engaging digital media technologies to enable more brand engagement,
awareness and sales.
For more information, contact Stuart Meyler, Principal
smeyler@beebyclarkmeyler.com, 203.653.7950
Visit: BeebyClarkMeyler.com
Follow: @gobcm