Hove Gardens - Paid Media Campaign
Services provided: Strategy, Creative Campaign, Paid Media
Brief.
Legal & General, the owners of build-to-rent scheme, Hove Gardens situation in Hove near Brighton, wanted to launch their new development but they needed to ensure that it didn’t cross cannibalise activity already underway at its sister development, York & Elder in Brighton.
For Hove Gardens, the target audience skewed slightly older than that of York & Elder in Brighton, therefore, the focus was on established professionals and affluent renters seeking modern, high-quality apartments with convenient access to the coast and city lifestyle.
However, we needed to ensure we:
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Positioned Hove Gardens effectively within a competitive rental market near Brighton while ensuring its distinctive offering stood out.
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Avoiding campaign cannibalisation between Hove Gardens and York & Elder, which targeted overlapping geographies and similar renter profiles. We needed to maximise lead generation for both developments without competing for the same audience.
What We Did.
SHC implemented a full-funnel paid media strategy while adopting a segmented targeting approach to protect both campaigns:
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Strategic campaign separation: To avoid cross-over with York & Elder’s audience, SHC excluded Brighton-specific keywords from Hove Gardens’ Google search campaigns and applied tight geo-targeting around Hove to ensure hyper-relevant visibility.
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Platform mix: Activity ran across Meta, Google, and programmatic channels to reach potential renters where they were most active online.
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Full-funnel approach:
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Awareness campaigns introduced the development to high-intent audiences using engaging video and static creative.
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Consideration and conversion campaigns drove traffic to the website, retargeted engaged users, and delivered direct-response ads designed to generate enquiries and secure reservations.
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Creative focus: Lifestyle-driven visuals and messaging highlighted Hove Gardens’ modern design, premium amenities, and proximity to Brighton while differentiating it as a distinct, desirable location.
Results.
The Hove Gardens campaign successfully delivered a steady pipeline of qualified leads while maintaining campaign efficiency and minimising overlap with York & Elder:
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Strong lead generation achieved with 1,050 leads despite a competitive rental market with a cost per lead of £52
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Optimised targeting prevented cannibalisation between developments
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Delivered high-quality enquiries and improved occupancy rates within the launch period