Meta ads for coliving, aimed at personas built from real inquiries.

Video tours and lifestyle ads for Sublet Inn's coliving houses in Chicago, run through Meta and aimed with personas I built from the inquiries the houses already got.

Real inquiries

Personas

Six ad sets

Meta ads

The community video ad

8,333people reached

Client: Sublet Inn, where I worked in-house
Sector: Coliving, Chicago
Built: Personas, six ad sets, video and image creative
Status: In-house role, 2024 to 2025

The process

Start from the people who already wrote in.

I pulled every inbound tenant email and built personas from them. The profile: ages 21 to 30, living within 38 miles of Chicago, into the outdoors, the arts, music festivals, food and nightlife, often students, recent grads, interns and freelancers.

Six ad sets split by audience: a lookalike of current tenants, students and parents, college, parents, international and expats, and students. Each one ran video tours, housing showcases, lifestyle ads and direct messaging about affordable city living.

The creative

Housing showcase ad

Supporting ad

Results

8,333reach

10,879impressions

6audience segments tested

24ad variations

Scope and limits

The houses reached full occupancy over the same stretch, but the Instagram content, the listings and pricing all ran too, so I do not credit the fill to the ads alone. There is no cost per lease figure here.

Next caseA $385 ad budget that brought a contractor 21 renovation leads. Have a job like this? Let's talk

Matt Smith, Chicago. matt@visibilitybuddy.com