One Hook.
One Month.
Identify the Real Buyer
Rather than marketing to everyone, the campaign committed fully to a single avatar: the active boater. Not a buyer who might enjoy living near water — a buyer whose lifestyle is defined by it. Someone who already owns a boat, who needs direct ocean access, and who would recognize immediately that a 20,000 lb lift with no fixed bridges is rare at any price point in South Florida.
Time the Campaign to a Market Event
The Palm Beach International Boat Show brought over 60,000 boating enthusiasts into market that week. The campaign launched the day before the show opened, geo-targeted to a 15-mile radius of the convention center. The listing went in front of exactly the right people at exactly the right moment — when they were already thinking about boats, docks, and waterfront living.
Lead With a Direct Question
Every one of the nine video ads opened with the same four words: Are you a boater? This wasn't a soft lifestyle hook — it was a direct qualification. Anyone who leaned in was exactly who the campaign was built to find. Meta's AI delivery optimized across all nine creatives simultaneously, pushing spend toward whichever videos were generating the strongest completion rates.
Retarget the Warm Pool
A second campaign ran simultaneously at minimal spend — targeting anyone who watched 50%+ of any video, visited the property website, or engaged with the listing agent's Instagram. This audience had already self-identified. At just $8.85 total spend, the retargeting campaign generated 264 additional website clicks from people who already knew the property.
closed in 29 days from first impression