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South Dakota Housing Development Authority

"Find Your Space"

The Story

We’ve all seen them… cookie-cutter mortgage ads with relatable (yet purely forgettable) images of smiling young couples or families, with or without a dog, triumphantly posing with a SOLD sign. The South Dakota Housing Development Association needed to stand out to reach homebuyers and renters statewide – not blend in like so many cardboard moving boxes. Enter the most versatile and can’t-miss-it-est idea in the homebuying universe.

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The Details
  • General awareness messages
  • First-Time Homebuyer Program messages
  • Repeat Homebuyer Program messages
  • The Governor’s House Program messages
  • Affordable Rentals Program messages
  • Mix of traditional and digital media tactics – including downloadable e-books and e-mails
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The Results
  • 44% overall increase in web traffic (Q1 to Q4)
  • 71% increase in traffic to the First-Time Homebuyer page
  • Digital ads exceeded industry averages for Cost Per Click (CPC)
  • Facebook ads produced a CPC of $0.41 – well below the industry average of $3.77
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