Realtor.com Automated Facebook Marketing & Dramatically Reduced Cost Per Acquisition with Evocalize

Realtor.com, the most complete source of homes for sale on the web, used Evocalize to automate and scale their Facebook marketing program, while dramatically reducing their cost to acquire qualified buyer and seller leads.

25,000+

concurrently marketed listings

400%

increase in ROI

“Evocalize has been an amazing partner. Their technology and expertise has enabled us to quickly scale our ability to serve highly relevant ads to our audience. As a result, we’ve seen performance metrics increase by 400%.”

Nathan Hau

Senior Director, Performance Marketing

MOVE, INC.

The Challenge: Let homes discover their own buyers.

In keeping with their “Real Estate in Real Time” promise, Realtor.com came to Evocalize looking for help using Facebook to bring the most up-to-date listings right to buyers expressing interest in similar homes. The goal was to help Realtor.com go beyond its customer promise and best serve their customers by giving them earliest access to listings, and to reduce their fear of missing out on the home of their dreams (FOMOHD)!

The Solution: Leverage CRM data and site signals to identify browsers’ needs, and proactively show similar listings to them on Facebook

Together with Evocalize and Facebook, Realtor.com leveraged Evocalize’s Recommendations on Dynamic Ads (RDA) technology to automatically:

  • identify attributes that website browsers were most looking for in the homes they browsed – things like school rating, neighborhood, price, bedrooms and size
  • use these signals to compile a constantly updated ranked list of new listings that most closely fit their customers’ needs
    assemble the most important details, like images, price and description, and dynamically bring them in real time to their customer in Facebook
  • set and optimize granular bids and budgets based on the characteristics of each listing in order to maximize economic profitability.

This enabled just the right newly listed home to come searching for buyers interested in similar homes, in Facebook, right where they were spending time.

The Result: Turn a customer promise into incrementally profitable marketing.

Not only did fewer homebuyers miss out on the home of their dreams, but another magical thing happened along the way. By focusing on marginal Return On Investment (ROI) per listing, Evocalize linked listing performance to profitability to increase net incremental ROI!

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