Homes.com
At West Cary Group, I helped bring a high-performing recruitment campaign to life for CoStar’s Homes.com brand—strategically crafted to reach qualified talent within the very neighborhoods they’d serve. From pitch to launch, we rolled it out across 148 markets in just two weeks.
The Team
Creative Direction - Alexis Gayle
Art Direction & Design - Danielle Probst
Copywriting - Steve Covert
Video Production - Brian Harrell
Digital Media - Grant Smith
"If you get it, you got it."
Communicating with language only our target audience would understand, we aimed to attract qualified talent and dissuade those not up to the job. Each ad is like a riddle—if you get it, you could be a creative who’s right for the job.
The Recruitment Video
Once we established our campaign’s central message, we created a one-minute video for the landing page potential candidates would visit. This piece set the tone for the broader campaign that followed.
The Full Experience
We created a seamless recruitment journey—from campaign to application—by designing a central landing page, subpages detailing each open role, and a refreshed application page.
Campaign > Landing Page > Individual Job Description Page > ADP Application Page
The Numbers
Our media plan included native advertising, streaming audio, google performance max and paid social. It performed 370% above bench marks, with Google performance max being the most efficient and driving the most volume.
All work © Danielle Probst 2025. Do not use without written permission.