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Adam GordonGordon's Downsizing & Estate Services
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Case Study · Real Estate & Estate Services
Real Estate Plus. Under one roof.
Gordon's is Ontario's largest downsizing and estate settlement company, three generations deep. We repositioned the brand, rebuilt the website, and switched on a trust-first growth engine for the hardest audience in marketing: families in transition.
Web Build Landing Page Performance Creative Meta Ads Google Ads SEO / AEO
Month One, Paid
0
attributed paid leads in the first full month
$164Meta CPL · vs $200–400 benchmark
3.22%Meta CTR · vs 1.5–2.5% benchmark
4.30%Google CTR · vs ~3% average
The Brief
The objective, and what stood in the way.
The Objective
Reposition a 68-year-old family company from "the downsizing people" to a Real Estate Plus brokerage, the one team that handles the sale, the sorting, the move, and everything between. Then build the growth engine that reputation deserves.
The Challenge
The audience is seniors and their adult children, in one of life's hardest transitions. Trust is everything, attention is fragile, and every ad must carry RECO brokerage compliance. The old positioning under-credited the real estate side of the business entirely.
The Bet
Reposition first, then advertise. Lead with real people and real reviews instead of property glamour shots. And wire every lead back to its source, so the family stories and the spreadsheet finally agree.
The Reposition · Before The First Ad
1958founded; three generations of the Gordon family
Was"the downsizing company" with a quiet brokerage attached
NowReal Estate Plus: one team, one roof, every detail
Line"We help you move on" retired. "Under one roof." shipped
Every logo lockup, ad, and page now carries the brokerage descriptor. Compliance as a brand feature, not a footnote.
Reposition ✓Rebuild ✓Run ✓
The Personas
Two people make this decision. We built for both.
Persona 01
The Downsizer
"It took a lifetime to fill this house. Where do I even start?"
The Hook
We move at your pace. Not ours.
Winning CreativeUGCReviewsStatic
TOF · MOF · BOF
Persona 02
The Estate Executor
"I live two provinces away and I just inherited a full house."
The Hook
One partner. Every detail handled.
+ VariantsUGCUs vs ThemStatic
TOF · MOF · BOF
Four UGC concepts, fifteen final cuts, six statics and motion ads. Every one mapped to a Downsizer or an Executor, never to "everyone."
The Build
Five layers, one roof.
01. Website
Full WordPress rebuild of gogordons.com: the Real Estate Plus story, a listings system with sold data, accessibility and privacy done properly, and a trained-up realtor team with their own manual and webinar.
02. Landing page
A dedicated conversion page at landing.gogordons.com for paid traffic, built for one job: turn a worried family's click into a conversation.
03. Creative
Creator-produced UGC mapped to the two personas, plus statics and motion graphics. Real voices over property glamour, every cut RECO-compliant.
04. Paid media
Meta with Pixel and Conversions API wired for real signal, UGC-first campaigns built broad for Ontario. Google structured around trigger events: probate, estate planning, mobility changes, and the "near me" searches that convert best.
05. Search foundation
SEO, AEO, and GEO content including service-area pages written in Gordon's voice, so executors searching "estate settlement Toronto" find the people who actually do it.
The Timeline
From plan to live engine.
First Meeting
Digital Growth Plan presented to three generations of Gordons.
The Return
"We've decided to move forward with Consultus Digital!" The plan becomes a program.
Week 1
Kickoff: Real Estate Plus repositioning agreed, rebuild scoped.
Month 1
Wireframes for site and landing page. Creative concepts mapped to personas.
Month 4
New gogordons.com live. "Amazing work team," writes Adam Gordon.
Month 5
First full month of paid: 53 attributed leads, benchmarks beaten on every line.
The Pages
Live, and built to reassure.
Real Estate Plus · Full RebuildVisit live →
Paid Traffic Landing Page · One JobVisit live →
The Scoreboard
The creative earns its keep, tracked to the CRM.
Mid-program we wired clean attribution from every ad through to the CRM, so creative decisions run on lead quality, not just clicks.
Paid Leads · Month One
53
Meta CPL
$164 below benchmark
Video ThruPlays
13,579
Video
UGC C4 · Hook A
RoleVolume + Quality Leader
VerdictScaling
UGC Video"Downsizer" Persona
Video
UGC C1 · Executor
RoleProblem · Solution
VerdictIn Rotation
UGC Video"Executor" Persona
Video
Review Compilation
RoleSocial Proof
VerdictIn Rotation
Motion GraphicBoth Personas
ImageStatic S01
RoleCRM-Tracked Lead Source
VerdictIn Rotation
Static"Downsizer" Persona
Stats are from the May client report. Per-creative verdicts are summarized.
The Work
Straight from the working files.
The Client
Next
If your clients hand you their life's work, this is your sign.
Reposition, rebuild, run. A trust-first growth engine for businesses where the stakes are personal.