BARNES
REAL ESTATE
BARNES
Let's start
A great work
Right now
BARNES
BARNES
Experience refined living.
Barnes is a prestigious real estate brand in France, known for high-end service and editorial authority. However, some regions in the west and north of the country remain underperforming in terms of lead acquisition.
These regions are tougher to activate. The property owners are often elderly, skeptical of digital ads, and not easily moved by generic real estate messaging. Barnes also operates under strict brand guidelines, limiting creative flexibility.
Drive qualified viager leads in high-resistance zones while maintaining the integrity and premium image of the Barnes brand.
We built our RTB strategy on two levers:
Credibility
We transformed Barnes editorial articles into native “media-like” creatives.
These visually mirrored press content, reinforcing the brand’s authority and recognition.
Empathy
We anchored our messaging in the real concerns of the elderly:
Rising cost of living
Fear of going into nursing homes
Stagnant retirement pensions
Inflation and future uncertainty
This allowed us to bridge rational proof and emotional resonance.
RTA Funnel
We launched lifestyle- and testimonial-driven lead ads directly from the RTB traffic, removing friction and leveraging familiarity.
Example:
Élise a libéré 310 000€ grâce à la vente en viager. Elle reste chez elle, mais vit mieux.
The combination of Barnes’ premium look and real human stories gave users confidence to submit their information.
Despite tight brand constraints, the strategy succeeded in humanizing the viager message and turning passive homeowners into warm leads.
We proved that even heritage brands can lead performance campaigns without losing their identity.
