Home in on a Niche Audience with Cross-Channel Targeting

High-end real estate developer Timbers Resorts had just broken ground on a new luxury residence club on the coast of Kauai. By offering 47 pristine oceanfront residences in a newly revitalized corner of the island, Timbers had an opportunity to establish a foothold in Kauai’s fiercely competitive residential market. However, in order to fill the 350 full and fractional ownership shares, Timbers needed to capture and hold the attention of a particularly niche audience. With this in mind, Timbers tapped the 90 team to reel in a large volume of targeted leads to open conversations with their future residents.


Our first move was to get to know the audience as actual people, starting with what they like to do and where they like to do it. So we put our heads together with the Timbers team to paint a detailed picture of an owner at Timbers Kauai. By coupling their insights with our own experience in the luxury real estate industry, we were able to get granular, developing a unique targeting framework that accounted for details from income to travel affinities and everything in between. Then, we created an integrated media strategy that combined paid search and social with targeted media buys to surround that audience wherever they read, browse and play, capturing qualified leads and optimizing continually to keep our growth line moving up and to the right.

  • Strategy
  • Lead Generation
  • Paid Social
  • Media
  • SEM: Paid & Organic


By monitoring the campaign closely on an ongoing basis, we were able to adapt quickly whenever changes needed to be made, helping Timbers to outperform every goal we’d set for the program. One such optimization on Facebook more than doubled the volume of leads from June to July and decreased cost per lead by over 60 percent, setting a new record for month-over-month growth. When we clocked our results about six months into the campaign, Timbers had already exceeded their full year’s lead generation goal by 12 percent. An exciting success—and it’s not over yet. We’re looking forward to continuing to bring it home for Timbers.

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