CrownKey Real Estate is a residential real estate developer bringing premium new-construction communities to life across Ontario. Representing a portfolio of thoughtfully designed homes, townhouses, and residential developments, CrownKey needed a complete digital marketing solution for three distinct pre-construction projects — each targeting a different buyer profile, price point, and community vision.
Infinity Digital was engaged to deliver a full-stack digital launch strategy across all three CrownKey developments: Novella Homes, Ellis Lanes, and Empire Legacy Homes. The scope covered dedicated landing page design for each project combined with active Google Ads campaigns to drive qualified buyer traffic, build VIP registration lists, and generate measurable leads throughout each project's sales launch phase.
The Challenge
Pre-construction real estate launches face a narrow window to convert interest into registrations:
Brand Consistency
Three projects require distinct visual identities while maintaining CrownKey brand consistency
Visual Confidence
Pre-construction buyers need visual confidence from renders and site plans — no finished product to photograph
Frictionless Capture
Lead capture must be frictionless — long forms kill conversion in high-intent real estate searches
Exclusive Urgency
VIP registration windows are time-sensitive — design must create urgency and exclusivity
Buyer Segmentation
Google Ads must target buyers at the exact moment of search intent — before competitors capture them
Campaign Efficiency
Ad spend must be allocated efficiently across three simultaneous campaigns with distinct budgets
Mobile Optimization
Mobile optimisation critical — majority of real estate searches originate on smartphones
Brand Consistency
Three projects require distinct visual identities while maintaining CrownKey brand consistency
Visual Confidence
Pre-construction buyers need visual confidence from renders and site plans — no finished product to photograph
Frictionless Capture
Lead capture must be frictionless — long forms kill conversion in high-intent real estate searches
Exclusive Urgency
VIP registration windows are time-sensitive — design must create urgency and exclusivity
Buyer Segmentation
Google Ads must target buyers at the exact moment of search intent — before competitors capture them
Campaign Efficiency
Ad spend must be allocated efficiently across three simultaneous campaigns with distinct budgets
Mobile Optimization
Mobile optimisation critical — majority of real estate searches originate on smartphones
Brand Consistency
Three projects require distinct visual identities while maintaining CrownKey brand consistency
Visual Confidence
Pre-construction buyers need visual confidence from renders and site plans — no finished product to photograph
Frictionless Capture
Lead capture must be frictionless — long forms kill conversion in high-intent real estate searches
Exclusive Urgency
VIP registration windows are time-sensitive — design must create urgency and exclusivity
Buyer Segmentation
Google Ads must target buyers at the exact moment of search intent — before competitors capture them
Campaign Efficiency
Ad spend must be allocated efficiently across three simultaneous campaigns with distinct budgets
Mobile Optimization
Mobile optimisation critical — majority of real estate searches originate on smartphones
Our Solution
Infinity Digital executed a full-funnel digital strategy combining three custom-designed landing pages with active Google Ads campaigns — each tailored to its project's buyer audience and sales timeline.
- Single-scroll landing page format maximising focus and minimising bounce rate
- Above-the-fold hero with project name, key tagline, and primary VIP registration CTA
- Progressive disclosure structure: project vision → features → floor plans → register
- Urgency and scarcity elements: VIP early access messaging and limited-release framing
- Minimal navigation removing distractions and keeping visitors on the conversion path
- Three distinct visual identities built within CrownKey's overarching brand standards
- Novella Homes: Warm, family-friendly palette with inviting imagery and community tone
- Ellis Lanes: Clean, contemporary design language reflecting urban-professional sensibility
- Empire Legacy Homes: Dark luxury aesthetic with gold accents communicating prestige and exclusivity
- High-impact architectural renders and site plan imagery integrated throughout each page
- Custom typography and colour palettes distinguishing each development visually
- Streamlined VIP registration forms capturing name, email, phone, and buyer preference
- Multiple form placements throughout the page reducing scroll-to-convert distance
- Privacy-forward messaging reassuring buyers their information is secure
- Confirmation flow with immediate acknowledgement and next-steps communication
- CRM-ready form integration for direct pipeline entry into sales team workflow
- Project vision and lifestyle narrative communicating the community feeling
- Key features and standard finishes showcasing quality and value
- Floor plan previews with suite types, square footages, and layout highlights
- Location and neighbourhood section: nearby amenities, transit, schools, and lifestyle
- Developer credibility block featuring CrownKey's track record and commitment to quality
- FAQ section addressing common pre-construction buyer questions and concerns
- Heat-map ready layout with primary CTA repeated at hero, mid-page, and footer
- Social proof elements: previous project testimonials and community impact
- Countdown timers and VIP access framing creating legitimate urgency
- Mobile-optimised tap targets and form fields reducing friction on smartphones
- Page speed optimisation ensuring fast load on mobile networks
- Custom WordPress builds for each landing page — easy to update as project details evolve
- SEO meta data and Open Graph tags optimised for sharing and search discovery
- Google Analytics with goal tracking measuring registrations per project
- Facebook Pixel integration supporting retargeting of page visitors
- SSL secured pages with GDPR-compliant data collection practices
Google Ads Campaign Management
Alongside each landing page, Infinity Digital built and managed dedicated Google Ads campaigns for all three CrownKey developments. Each campaign was structured independently — with its own keyword strategy, ad creative, audience targeting, and budget — to reflect the distinct buyer persona and market positioning of each project.
- Separate Google Ads campaigns for Novella Homes, Ellis Lanes, and Empire Legacy Homes
- Independent ad group structures organized by intent: brand, project name, location, and buyer type
- Dedicated budgets per project ensuring no cross-project cannibalization of spend
- Unified reporting dashboard giving CrownKey full visibility across all three campaigns simultaneously
Novella Homes — Family & First-Time Buyer Keywords
- New homes for sale Ontario, new construction homes, family homes [city]
- Pre-construction homes, first-time buyer homes, new townhomes Ontario
- Affordable new homes, move-in ready homes, freehold townhomes
Ellis Lanes — Urban Professional & Townhome Keywords
- Townhomes for sale Ontario, new townhomes, lane homes, urban townhomes
- Low maintenance homes, modern townhomes, new construction townhomes
- Townhouse developments Ontario, boutique townhomes
Empire Legacy Homes — Luxury & Estate Keywords
- Luxury homes Ontario, estate homes for sale, executive homes new construction
- Premium new homes, custom estate homes, luxury pre-construction Ontario
- Large lot homes, luxury freehold homes, prestige new homes
- Multiple RSA headline and description variants tested per project — each aligned to project tone
- Novella: Benefit-led copy emphasizing community, space, and family-friendly design
- Ellis Lanes: Design and lifestyle-led copy appealing to professional aesthetics and convenience
- Empire Legacy: Prestige and exclusivity-led copy with scarcity and luxury signals
- Ad extensions across all campaigns: callouts, sitelinks, call extensions, and location assets
- VIP registration urgency built into ad copy — limited release, early access, register now
- Geo-targeted campaigns focused on Ontario buyer markets within driving distance of each development
- Radius targeting around project sites capturing local and commuter buyer audiences
- In-market audiences layered: real estate buyers, home improvement, new construction shoppers
- Custom intent audiences built around competitor development searches and real estate portal visitors
- Remarketing campaigns re-engaging landing page visitors who did not complete registration
- Maximize Conversions bid strategy — optimized toward VIP registration form completions
- Smart bidding with target CPA goals set per project based on buyer value and project margin
- Bid adjustments for device, time-of-day, and location signals improving efficiency
- Weekly budget pacing reviews ensuring consistent lead flow throughout each launch window
- Bi-weekly search term audits removing irrelevant queries and expanding converting terms
- A/B testing of ad headlines identifying top-performing messaging for each buyer profile
- Negative keyword lists maintained across all three campaigns preventing budget waste
- Conversion tracking tied directly to registration form submissions on each landing page
- Monthly performance reports per project: impressions, clicks, CTR, cost-per-registration
| Campaign | Ad Strategy | Keyword Focus | Primary Goal |
|---|---|---|---|
| Novella Homes | Community & benefit-led RSAs | New homes, family homes, first-time buyer | VIP Registration & Site Visits |
| Ellis Lanes | Design & lifestyle RSAs | Townhomes, lane homes, urban new construction | VIP Registration & Inquiry Calls |
| Empire Legacy | Prestige & exclusivity RSAs | Luxury homes, estate homes, executive builds | Exclusive Preview Registrations |
Project Landing Page Comparison
| Feature | Novella Homes | Ellis Lanes | Empire Legacy |
|---|---|---|---|
| Target Buyer | Families & First-time buyers | Urban professionals & downsizers | Luxury & estate buyers |
| Design Aesthetic | Warm, welcoming & community-led | Clean, modern & design-forward | Dark luxury with gold accents |
| Primary CTA | Register for VIP Access | Join the VIP List | Request Exclusive Preview |
| Floor Plan Focus | Detached & semi home layouts | Townhome & lane home suites | Estate lots & premium layouts |
| Urgency Mechanism | Limited phase release | Early access pricing | Invitation only registration |
| Social Proof | Community testimonials | Design awards & architect profile | Legacy buyer success stories |
Key Achievements
3 Custom Landing Pages
Novella Homes, Ellis Lanes, and Empire Legacy Homes — each unique
VIP Registration Systems
Streamlined lead capture forms for each project's registration funnel
Distinct Visual Identities
Separate design language per project within CrownKey brand standards
Project Content Sections
Vision, features, floor plans, location, developer credibility, FAQs
Google Ads — 3 Campaigns
Independent campaign per project with tailored keywords and ad creative
RSA Ad Creative
Responsive Search Ads crafted per buyer persona across all three projects
Geo-Targeted Campaigns
Radius and location targeting for Ontario buyer markets per development
Remarketing Audiences
Re-engagement campaigns targeting landing page visitors who did not register
Conversion Tracking
Registration completions tracked per project in Google Analytics
Campaign Reporting
Monthly performance reports: impressions, clicks, CTR, cost-per-registration
Mobile Optimisation
Responsive pages and mobile-bid adjustments for smartphone-first buyers
CMS Integration
WordPress backend allowing project details to be updated as sales evolve
3 Custom Landing Pages
Novella Homes, Ellis Lanes, and Empire Legacy Homes — each unique
VIP Registration Systems
Streamlined lead capture forms for each project's registration funnel
Distinct Visual Identities
Separate design language per project within CrownKey brand standards
Project Content Sections
Vision, features, floor plans, location, developer credibility, FAQs
Google Ads — 3 Campaigns
Independent campaign per project with tailored keywords and ad creative
RSA Ad Creative
Responsive Search Ads crafted per buyer persona across all three projects
Geo-Targeted Campaigns
Radius and location targeting for Ontario buyer markets per development
Remarketing Audiences
Re-engagement campaigns targeting landing page visitors who did not register
Conversion Tracking
Registration completions tracked per project in Google Analytics
Campaign Reporting
Monthly performance reports: impressions, clicks, CTR, cost-per-registration
Mobile Optimisation
Responsive pages and mobile-bid adjustments for smartphone-first buyers
CMS Integration
WordPress backend allowing project details to be updated as sales evolve
3 Custom Landing Pages
Novella Homes, Ellis Lanes, and Empire Legacy Homes — each unique
VIP Registration Systems
Streamlined lead capture forms for each project's registration funnel
Distinct Visual Identities
Separate design language per project within CrownKey brand standards
Project Content Sections
Vision, features, floor plans, location, developer credibility, FAQs
Google Ads — 3 Campaigns
Independent campaign per project with tailored keywords and ad creative
RSA Ad Creative
Responsive Search Ads crafted per buyer persona across all three projects
Geo-Targeted Campaigns
Radius and location targeting for Ontario buyer markets per development
Remarketing Audiences
Re-engagement campaigns targeting landing page visitors who did not register
Conversion Tracking
Registration completions tracked per project in Google Analytics
Campaign Reporting
Monthly performance reports: impressions, clicks, CTR, cost-per-registration
Mobile Optimisation
Responsive pages and mobile-bid adjustments for smartphone-first buyers
CMS Integration
WordPress backend allowing project details to be updated as sales evolve
Client Impact
CrownKey Real Estate entered each project launch with a complete digital marketing engine — purpose-built landing pages paired with active Google Ads campaigns — creating a full-funnel lead generation system from first search to VIP registration. The Google Ads campaigns placed each development at the top of search results the moment buyers searched for new homes, townhomes, or luxury properties in Ontario — capturing high-intent demand that would otherwise go to competitor developments. The tailored ad creative for each project ensured the right message reached the right buyer: family-forward copy for Novella, design-led messaging for Ellis Lanes, and prestige-driven language for Empire Legacy. Each landing page converted that paid traffic into measurable VIP registrations, giving the CrownKey sales team a clean, qualified pipeline of interested buyers for each development — segmented by project and ready for personalised follow-up, VIP event invitations, and targeted communications that move registrants from interest to purchase commitment. The combined Google Ads and landing page strategy delivered a measurable, scalable approach to pre-construction sales launches — with each campaign generating ongoing registration data that informed bid optimisations, budget allocation, and messaging refinements throughout the launch window.
Why This Project Succeeded
- Full-Funnel Strategy: Google Ads drives demand; landing pages convert it — both working in sync
- Project-Specific Campaigns: Independent ad strategies speaking directly to each buyer persona
- Conversion-First Architecture: Every design and ad decision in service of one outcome — a registration
- Real Estate Expertise: Deep understanding of pre-construction buyer psychology and search behaviour
- Smart Bidding: Target CPA campaigns optimised toward registration completions, not just clicks
- Remarketing Integration: Re-capturing interested buyers who visited but did not register initially
- Unified Brand Platform: CrownKey's credibility amplified consistently across all three launches
- Mobile-First Execution: Frictionless ads and pages for the majority browsing on smartphones
Ready to Launch Your Next Development?
Contact Infinity Digital for landing page design and Google Ads management that fills your VIP registration list.
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