About GBBL
GBBL (Grenland Housing Association) is one of Norway’s largest housing associations with nearly 40,000 members. Locally owned and member-driven, all profits are reinvested to develop sustainable homes and vibrant communities in the Grenland region.
With offices in Skien and Porsgrunn, GBBL has built more than 15,000 homes and holds capacity for over 2,000 new units on owned plots. The focus is on central locations, sustainable building, and creating neighborhoods where people thrive.
“SMOC.AI is a forward-looking tool that gives us as a housing developer completely new opportunities for potential sales.”
- Lars Christensen - Head of Marketing at Grenland Boligbyggelag
Challenges
GBBL faced three main challenges:
• Target group (55+) often feel emotionally attached to their houses and gardens.
• Many are anxious about change and hesitant to downsize.
• Need to highlight benefits (comfort, social life, less maintenance) while addressing concerns.
Solution
• We launched the campaign first on Meta Ads to reach a broad audience in the Grenland region.
• Later, the same SMOC.AI flow was distributed as an e-DM to GBBL’s members for a more targeted push.
• Personalized messaging highlighted the benefits of a simpler lifestyle while addressing common concerns.
• The interactive flow guided people to select their preferred area and then sent them directly to the landing page of the chosen project.
Results
• The Meta ads achieved over 154,000 impressions with an average CTR of 1.6%,
showing consistent engagement throughout the summer campaign.
• Average engagement time was 74 seconds, confirming that users not only clicked but also spent time exploring the flow.
• More than 400 interested users clicked through to the individual project landing pages.
• 73% of participants came via Meta advertising, delivering strong reach and steady traffic.
• The e-DM follow-up to GBBL members generated the highest interaction and completion rates, proving the value of combining paid reach with member communication.
• Overall, the campaign confirmed that SMOC.AI both informed and activated the target audience, guiding them from awareness to concrete project exploration.
Conclusion
The campaign showed that SMOC.AI is not only a strong lead generation tool, but also a valuable source of insight into the target group’s needs and preferences. By combining broad reach through Meta with highly engaged members via e-DM, GBBL succeeded in both informing and activating the audience. The interactive flow guided people to projects relevant to them, while the collected data provided GBBL with a clearer understanding of what potential buyers look for when considering a move. This knowledge can now be used to sharpen future campaigns and sales strategies.
