New Dev Miami Condo.
New Development · Pre-Sale · Luxury Condo Launch
A 220-unit luxury condo development in Miami's Brickell corridor with pre-construction pricing from $680K to $2.2M. The developer needed 50+ deposits in 90 days to secure construction financing — a make-or-break milestone. We drove 6,200 qualified leads at $7.26 CPL using a Meta + TikTok architecture, resulting in 48 confirmed deposits representing $15.2M in reserved pre-sales within the first quarter.
Geo
Miami · Brickell · Edgewater
Source
Meta + TikTok
Period
Q2–Q4 2024
Tier
New Development · Pre-Sale
The Setup
What we were working with.
The Problem
New development marketing typically relies on broker networks and print. Digital-first pre-construction lead gen at this scale was new territory for the developer's team. The competitive landscape in Brickell is dense — eight other luxury developments launched simultaneously in 2024 — requiring differentiated positioning and aggressive digital presence.
The Audience
Six distinct feeder segments: Miami HNW local buyers (primary), New York metro relocation buyers, Miami Beach trade-up buyers, Brazilian investor buyers (Portuguese-language), Venezuelan/Colombian diaspora buyers, and Canadian snowbird retirement buyers. Each received distinct creative, offer framing, and landing page experience.
Our Solution
Multi-platform architecture: Meta for scale and retargeting, TikTok for younger UHNW buyer awareness (25–38 age segment). Pre-sales urgency creative ("Floor 12 · 3 units remaining · Prices rise Jan 15") tied to floor-specific inventory. Virtual tour integration reducing friction to booking in-person sales appointments. CRM sequence post-lead-capture to nurture 90-day purchase decisions.
The Mechanics
What drove the numbers.
What We Learned
The takeaways that repeat.
Scarcity creative drives pre-construction deposits at scale
Floor-level inventory ads ("Floor 22 · Corner unit · 2 of 3 remaining · $1.1M") outperformed generic development creative by 8:1 on deposit conversion rate. Buyers respond to real scarcity signals, not manufactured urgency. Tying creative to specific available units creates accountability that generic branding cannot replicate.
TikTok reached the 28–40 wealth demographic nobody else is targeting
Luxury real estate marketers have not caught up to the reality that high-earning millennials and Gen Z wealth are on TikTok. We ran developer-story content, architectural render walkthroughs, and lifestyle-adjacent content at $3.20 CPL on TikTok — lower than Meta for this specific segment — and generated 22% of total leads from 29% of the budget.
Portuguese-language creative unlocked Brazilian buyer segment at $4.80 CPL
Brazilian investment buyers represent 18% of Miami condo purchases by volume. Running Portuguese-language creative to Portuguese-speaking Miami and São Paulo audiences produced leads at $4.80 CPL — 34% below our blended average — because the creative was directly relevant in both language and cultural context. Most competitors run English-only.
Virtual tour integration reduced sales appointment no-shows by 62%
Leads who viewed the interactive virtual tour before booking a sales appointment had a 62% lower no-show rate than cold appointment bookings. The tour pre-qualified interest and anchored expectations. We integrated virtual tour completion as a lead scoring trigger for immediate personal follow-up by the sales team.
More Receipts
