Selling a Long Island seaside rental to New Yorkers, four summers running
Long Island seaside rentals had a 2021 problem. Their old playbook (out-of-state travelers flying in, generic "summer getaway" copy) had collapsed. The audience that mattered now was 90 minutes west on the LIE, deciding whether the drive was worth it.
I built a campaign that argued it was. Visuals leaned hard into specifics. The exact sea view from each window. The exact pool with the exact umbrellas the property actually had. What got cut: stock imagery, drone footage, and any sentence with the word "paradise" in it. The promise was a place a New Yorker could see themselves at next Saturday.
The system ran across email, Newsday.com display, Facebook, and Instagram, targeting NYC, Long Island and outer-borough professionals plus families with kids in school. Hero composition anchored every touchpoint so people who saw it in their feed and again in their inbox registered the same place.
The property sold out for the summer. The client renewed the campaign for 4 consecutive years.
Long Island seaside rentals had a 2021 problem. Their old playbook (out-of-state travelers flying in, generic "summer getaway" copy) had collapsed. The audience that mattered now was 90 minutes west on the LIE, deciding whether the drive was worth it.
I built a campaign that argued it was. Visuals leaned hard into specifics. The exact sea view from each window. The exact pool with the exact umbrellas the property actually had. What got cut: stock imagery, drone footage, and any sentence with the word "paradise" in it. The promise was a place a New Yorker could see themselves at next Saturday.
The system ran across email, Newsday.com display, Facebook, and Instagram, targeting NYC, Long Island and outer-borough professionals plus families with kids in school. Hero composition anchored every touchpoint so people who saw it in their feed and again in their inbox registered the same place.
The property sold out for the summer. The client renewed the campaign for 4 consecutive years.
