Case Study

How Waze helps real estate agents increase exposure

When it comes to major purchases, few are more exciting than buying a new home. HomeSpotter is in the business of using technology to connect real estate agents with people who are looking for their dream home. And for New York-based brokerage Houlihan Lawrence, driving those connections is a top priority. Their agents work in a crowded, competitive market focused largely on high-earning buyers. Finding ways to stand out is crucial — which is why HomeSpotter wanted to partner with Waze to give their clients a new way to drive brand awareness. Then, sellers could begin to increase open house visits and connect more buyers with their dream homes during Houlihan’s Open House Weekend events, where they run 400+ open houses across the region.

Opening the door to more potential buyers

Houlihan Lawrence always sets out to satisfy their sellers and their potential buyers. With this campaign, they wanted to encourage buyers to visit more of these open houses during Open House Weekend events and build buzz around the region.

Setting up digital “For Sale” signs

HomeSpotter set Houlihan Lawrence up with Waze to help them reach a large audience of potential buyers. Pins branded with agency logos were used to denote nearby open houses. These Pins were used alongside Takeover ads and Search ads to create digital “For Sale” signs that helped spread the word about open houses in the area. A driver could then click these ads and navigate to the open house — making it that much easier for sellers to get potential buyers through the door at their open houses.

Waze is an exciting tool in our toolbox, because it’s different, it’s something we’re bringing to the table that other people aren’t doing. We get a lot of feedback from clients that they’re excited that Houlihan Lawrence is putting marketing dollars into increasing traffic into their homes.
Stephanie Williams, Head of Digital, Houlihan Lawrence

A full house

The feedback from sellers was immediately positive, with many finding that more buyers were attending their open houses. HomeSpotter was able to see 1.7M impressions. This led to 141 direct navigations, setting more buyers on the path to their dream home. That’s a deal that everybody can get behind.

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The Goal

Increase consumer attendance at open houses and encourage agents to hold more open houses.

The Approach

Used Pins, Takeover, and Search ads to create digital “For Sale” signs and connect with Waze drivers.

The Results

Increased impressions and navigations to open houses with 1.7M impressions and 141 navigations in their three month flight.

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