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55+ Master Planned Community helped create brand recognition and drive early interest list signups for a national 55+ housing community on Facebook. By creating tailored audiences, using a mix of owned and curated content, and building Facebook ad campaigns, grew their online presence into an engaged community while building a VIP leads list.

PROBLEM was tasked with building recognition for a new brand by an established builder, focused on buyers 55+, with master planned communities to be developed in several locations across two states. Although the builder had a presence in neighborhoods around the country, this was its first foray into the “active adult” segment, with a short timeline to build a VIP interest list and begin the sales process.

Image by Gervyn Louis

SOLUTION created a new Facebook channel tailored to the “55 and better” audience, supplementing limited owned content about the new communities with relevant and engaging curated posts that reflected the active lifestyle of the target audience while creating a sense of place for the community. Facebook ad campaigns were focused on building the fan base and driving traffic to the VIP interest list landing page.


The combination of a consistent, strategic posting strategy and ad spends built an initial audience of 2,000+ Facebook fans and drove more than 5,000 clicks to the VIP signup page at less than $0.50 cost-per-click on average. The initial offering of homes sold out before a single model had been completed. continues to increase the fan base and impressions while driving model home tours and event participation, working to expand awareness of a second and third master planned community under the same brand. Services 


  • Daily Facebook community management 

  • Instagram posts and stories

  • Curated and owned content planning

  • Customer service monitoring

  • Advanced Facebook fan and engagement campaigns 

  • Targeted VIP signup list campaign

  • Monthly reporting

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