Hear how Nicole Crisbacher, Senior Marketing Manager at Union Street Media, and her team use Fluency Blueprints to automate paid media campaigns for their real estate clients.
Union Street Media faced a familiar AdOps hurdle: how to run thousands of hyper-local programmatic ads for realtors while ensuring each ad was accurately updated in real-time based on fluctuating property status. Manual launches and campaign management simply didn't work for a lean team in a fast-moving market. They needed a system where customization and scale could be achieved without a lot of strain on their team (or costs for their clients).
Fluency Blueprints gave Union Street Media powerful, customizable campaign frameworks to pull off localized real estate campaigns at scale through:
- Real-time data integration: Union Street Media uses Blueprints to automatically integrate real-time MLS data with major ad channels, including programmatic DSPs. This helps them automatically inject specific details like prices or a home's sold status into dynamic ads instantly.
- Intelligent ad control ("valid when" statements): Automation rules help Nicole’s team avoid spending money on sold listings. With Fluency, they can program automation rules that automatically turns ads off the moment an MLS listing status changes, ensuring budget accuracy and better results.
- Capacity expansion: As Nicole Crisbacher notes, "Because of Fluency Blueprints, we're able to roll things out, try new things, and move really quickly. All at scale".
Using Blueprints to run multi-channel paid media campaigns for their real estate clients fundamentally changed Union Street Media’s advertising operations, resulting in three major wins:
- 2.5x increase in ad strategist capacity: Automating the heavy lift of campaign launches, copy updates, and home images freed up Nicole's team to focus on customer conversations and building innovative campaign strategies.
- Competitive advantage: Union Street Media's hyper-local and dynamic programmatic campaigns helps their smaller clients outmaneuver real estate conglomerates in their local markets.
- A "Yes" Team: Launching new client campaigns in hours, not days, means the team is no longer constrained by time or headcount, making them a "yes" team for new, exciting projects.
