Social × Video Marketing
Social Media Management POV Studio Influencer PR Social Ads Management Inbound Tourism Marketing Full-Funnel Marketing Recruitment Marketing Japan Market Entry Marketing EC Operations & System IntegrationProduct × Travel
Travi Travel AppAI × R&D
AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTSNS Advertising for Construction
The people building a house are only ever inside the area you can build in. Delivery stays in your catchment, and open-house bookings and brochure requests are set up so they can be counted.
Meta
TikTok
YouTube
Numbers
46.9%
What worked was posting on social
The acquisition channel housing companies and homebuilders felt worked best. Social advertising tied with it, while print flyers and portals did not make the top
Biz Creation, Survey of Homebuilder Acquisition Channels 2025, July 2025 (housing companies and homebuilders, n=128)57.6%
Of firms posting weekly, six in ten feel it works
How effective weekly, consistent posters feel it is. Among firms doing essentially nothing, the figure is 0%
Biz Creation, Survey of Homebuilder Acquisition Channels 2025, July 2025 (housing companies and homebuilders, n=128)68%
Clients research not on portals but on Instagram
Share of people who built a custom home and used Instagram to research it. Fewer than 20% used housing portals
Zeroseed survey (674 people who built a custom home, February 2020 to August 2022)29.7%
Firms with more enquiries: one in three
Housing companies and homebuilders who said enquiries had grown recently. Those saying they fell: 46.9%
Biz Creation, Survey of Homebuilder Acquisition Channels 2025, July 2025 (housing companies and homebuilders, n=128)740,667homes
The pool itself is at a 62-year low
Housing starts in 2025. It changes how you think about what you can spend per lead
Ministry of Land, Infrastructure, Transport and Tourism, Statistical Survey on Building Construction Starts, published January 202639.6%
Six tenths of the cost rises haven't been passed on
Cost pass-through rate in construction. Below the 40.6% all-industry average, which limits what is left for marketing
Teikoku Databank, April 2025Issues
01
A brochure request from another prefecture doesn't turn into a contract. Ad spend that leaves the area you can build in doesn't come back.
The fixWe confine delivery by municipality or distance from the venue, so it never leaves your build area.
02
There is material on site every day, and all that reaches the ads is an exterior photo. There is only so much that tuning the delivery settings can do.
The fixWe film sites and past projects as vertical video split by angle and test them in small budgets.
03
Open-house bookings, brochure requests and phone calls all arrive by different routes. Without measurement, the ads can't be judged at all.
The fixTags on the booking and brochure completion pages, and a separate tracking number for the phone.
Solution
01
We tag the booking form and the brochure-request completion page, and split out the phone with a tracking number. If there is no landing page to send people to, we start by building one.
02
Layout, performance, transparent pricing, craftsmanship. We build vertical video on different angles and find out which works through small test deliveries.
03
Delivery is confined by municipality or distance from the venue. Two to three weeks out it announces the event, close to the date it gives time and place, and afterwards it switches to brochure requests.
04
Reporting is built on cost per acquisition and enquiry volume, with CPM, retention and growth in branded search alongside, plus next month's creative brief.
What we watchOpen-house bookings, cost per brochure request
What we watchCPM, retention rate, arrivals at the landing page
What we watchCompletion rate, growth in branded search
What we watchReturn rate, cost per booking
What we watchForm completion rate, phone enquiries
The mix is only a guide. Start by telling us your catchment and your open-house schedule for the year.
Process
Delivery design and measurement set-up through creative production, test delivery and reporting, supported without a break
Phase01
Eight tenths of the outcome is settled before anything goes live.
The first things we ask about are the area you can build in and your open-house schedule. We pick the platforms and objectives, tag the booking and brochure completion pages, and set up a tracking number for the phone.
Phase02
A set you can test beats one perfect video, every time.
Layout, performance, transparent pricing, craftsmanship: vertical video for each angle. Where there is no material, we start by filming on site.
Phase03
No large budget moves until the data confirms the response.
We run several in small budgets and decide what survives on CPM, retention, click-through and early conversions.
Phase04
The narrower the catchment, the more it comes down to how fast you swap.
Budget moves to what is performing, and every fortnight we add variants with new openings, watching frequency as we go.
Phase05
It doesn't end at spend and leads. It names the next site to film.
Monthly reporting on cost per acquisition and enquiry volume, with leading indicators, always comes with which site to film next and the creative brief.
FAQ
We show work from close industries and walk through the process when we meet. The first month is deliberately limited to small test deliveries, to get a measured cost per enquiry in your own catchment.
There are two structures, fully performance-based and management-fee based. Because housing conversions tend to be a visit or an appointment, we usually propose the management fee. The detailed terms are set out on the social ads pricing page.
It does. But the same people see it repeatedly, so we prepare several videos per angle and build it on the assumption that they get swapped before anyone tires of them.
We always check before delivery. On Meta, housing advertising falls into a special category, which restricts targeting. Claims and comparisons also need to be agreed in advance.
Photos alone can run. Honestly, though, they are harder to grow. Where there is no material we start by filming the site and past projects, and finish them as first-person vertical video.
Short bursts are possible. We work back from the date and switch between announcement, final reminder and follow-up. Stop before learning completes, though, and cost per acquisition stays high.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
CONTACT