A disciplined, prove-then-scale plan for Facebook and Instagram. It runs from August, brings in qualified prospects every month, and warms the room ahead of IMN Family Office East in October. Prepared by David Ramos, Marketing.
Two layers of spend. An always-on lead engine that runs the whole time, and a short amplification flight concentrated on the weeks around the conference, geo-targeted to Miami and South Florida.
| Month | Always-on | Event flight | Meta total | Focus |
|---|---|---|---|---|
| August | $400 | — | $400 | Launch. Calibrate audiences, creative and cost per lead. |
| September | $400 | — | $400 | Optimize on the winners. Build the retargeting pool. |
| October | $600 | $1,200 | $1,800 | Scale plus event amplification. Miami push, retarget event-page visitors. |
| November | $600 | — | $600 | Retarget warm leads while the deal team follows up. |
| December (to 5th) | $100 | — | $100 | Wind down. Kill switch when briefing invitations land. |
| Total | $2,100 | $1,200 | $3,300 | Every dollar runs on the Meta network: Facebook and Instagram feeds, Stories and Reels. |
Inside Meta Ads Manager the budget splits across three jobs. Most of it goes to lead generation; a slice keeps us visible at the top, and a slice re-engages people who already raised a hand.
Keep the Momentum name in front of investor and family-office profiles across Miami and South Florida. The brand lockup, "the operator behind $1.8B." Builds the audience the other two campaigns draw from.
The engine. The "Download the Sun Belt Outlook" story and feed ads, pointing to the landing page. An accredited-investor question qualifies every lead before it reaches the team. This is where the pipeline comes from.
The cheapest, highest-return dollar. Re-engage people who visited the page or opened the form but did not finish, plus post-conference follow-up to warm the room. Runs continuously.
Targeting is layered: interest and behavior profiles for investors and family offices, lookalike audiences built from our own contact list, and a custom retargeting audience of site visitors and engagers. All audiences are capped to Miami and the top South Florida metros to keep spend concentrated where we can host in person.
Real estate and financial audiences are among the most expensive to reach, so we plan conservatively and let the first 30 days replace these benchmarks with our own actuals.
Assumptions, to be validated in the first 30 days: blended CPM of $25–35, cost per landing-page visit around $1.50, cost per qualified lead of $30–45, and roughly one in three leads converting to a real conversation. Financial-services benchmarks; actual numbers depend on creative, audience response and the season.
Every ad stays at the brand and insights level: the firm, the Sun Belt thesis, the research. No return targets, no fund terms, nothing that reads as offering the fund to the public. The accredited-investor question and the follow-up flow are reviewed and approved by fund counsel before a single dollar is spent, so the plan is built to pass a 506(b) review, not to be fixed after one.
Approve up to $3,300 in Meta spend across the campaign, released as $400 a month to start and scaling to $600 only on proven results. Hard cap and kill switch built in.
Confirm the prove-then-scale mandate. We report cost per qualified conversation at 30 days and each month after, and only scale on evidence. Leadership can pause or stop at any review.