Executive summary
ERA Belgium, the market leader in Belgian real estate with 140+ offices and 600+ staff, needed a smarter way to run hyperlocal property campaigns across Meta and Google for a growing network of independent brokers. Managing listings across hundreds of locations, with dynamic pricing, two languages, and zip code-level targeting, made manual ad creation both error-prone and unscalable. By implementing Cape Creative Automation with a fully feed-based setup, ERA Belgium now enables 65 brokers to autonomously create, personalise, and publish localised ads with zero platform expertise required, producing 200 dynamic ads per month with 100% automated creation and trafficking.
ERA
success story
Challenge
Managing Hyperlocal Real Estate Campaigns at Scale.
ERA Belgium, a major player in Europe's growing real estate sector, targets local buyers and sellers with hyperlocal ads using zip code locations. With a fully automated creation and publication process they can ensure a fast and hyperlocal campaign approach to show homes within specific neighbourhoods.
ERA Belgium faced a challenge in managing its Meta Ads Manager and Google Ads for displaying various property campaigns.
Managing numerous houses, locations, target audiences, and dynamic buy/sell prices poses a risk of manual errors. The fact that demand exceeds supply also adds complexity. Finding a scalable approach to reach potential sellers became crucial. ERA aimed to use zip code targeting to broaden its market and showcase homes for sale or recently sold, encouraging residents to sell as well.
Solution
Streamlined Zip-Code Campaigns with Feed Automation.
Using Cape Creative Automation, ERA created feed-based campaigns with all ad specifications, including image, address, city, and realtor details. Realtors can customize ad descriptions, maintaining on-brand consistency and adding local insights. Ads are continually updated and automatically published as soon as data changes in the feed.
Feeds process validity dates and special conditions, ensuring ads and ad groups are consistently up-to-date. With pre-set targeting based on distance, the ads consistently reach the right buyer or seller, supported by the inclusion of two languages for each property.
Results
Streamlining Multi-Channel Campaign Management Across 65 Brokers
ERA now enables 65 brokers to effortlessly manage social and display ads, aligning with ERA’s brand guidelines. Even those with no previous experience in online advertising and ad platforms can now easily set up new ads and add a local touch.
The automated cross-platform publishing eliminates the need for intermediaries with the head office, saving time while creating a large scale of highly relevant, localized ads with a consistent look and feel.
Industry
Real estate
Headquarters
Sint-Niklaas, Belgium
Company Size
Mid-market
Teams involved
In-house brand teams
Ad Ops teams
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