Concierge Auctions is a marketplace of ultra-luxury properties in the $2.5M-$12M range.

Ah?! 😉

As any marketplace, they don’t own these properties. They are like Airbnb for buying ultra-luxury properties.

Their main goal was to find new ROI positive channels.

One of those channels helped them earn $250K.

Here’s how they managed to do it:

1. They discovered that their buyers are often focused on achieving a certain lifestyle with a property, over a specific location.

2. From 421,000 active listings, they chose a few of the most beautiful ones and created a series of highly compelling videos for them. Lifestyle was a very important facet of those videos.

3. In order to spread the word they used Facebook video ads.

3.1. First they targeted (using the retargeting pixel) their ads (with a specific property) on potential buyers who have already visited a specific property page.

3.2. Then they utilized a series of overlays, geographic or demographic targeting to show ads to people from the same location.

3.3. Also, they used data from previous properties to know what good secondary markets/locations might be. And targeted some properties to those secondary markets.

3.4. They did a lot of A/B testing to track CTR, engagement and ROI.

Results:

Their videos gained 251,000 views.

That resulted into +$250K in profits.