Homes.com
During my time at West Cary Group, my team developed a recruitment campaign for CoStar's Homes.com brand, that would tactically attract high-level qualified talent in specific neighborhoods. We pitched, executed, and launched this high-performing campaign in 148 U.S. 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
After nailing our hook, we developed a 1-minute video to live on the campaign's landing page and provide more information about this offering for potential candidates. This video (alongside our initial adcepts) served as a beacon to inform the rest of our campaign.
The Full Experience
To maximize the campaign's effectiveness, we designed a recruitment landing page experience with subpages for individual job descriptions, and re-designed the ADP 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.