UnionMain Homes

Homebuyers do not sit down for the six o'clock news any more. They watch on their own schedule, on whatever screen is closest, and a campaign that only runs on broadcast reaches a smaller and older slice of the market every year. UnionMain needed to reach North Texas buyers where they actually watch, and needed the spend to show up as something more concrete than impressions.

WWC produced the spots and placed them across Hulu, Paramount, Roku, DirecTV and cable, so the same campaign met buyers on connected TV and on traditional television at once. Streaming carries the targeting broadcast cannot: household geography drawn around each community, and frequency controlled per household rather than per timeslot. Broadcast and cable carry the reach that streaming on its own still does not. The spots are not one finished film. WWC built an AI assisted pipeline in DaVinci Resolve that rebuilds them on demand, cutting :15, :30 and :60 versions of the same campaign so the length can be matched to what a placement's CPM actually justifies instead of paying premium inventory rates for whatever length happened to be produced first. Offers and model homes live on a media server and are swapped into the timeline, so when pricing moves or a community sells through, the creative updates without a reshoot and without an editor reopening the project. Finished versions are pushed into the streaming marketplace over its API, and the buy is adjusted from the same connection against demand and sales goals. Spend follows the communities that need traffic this week rather than a schedule locked at the start of the quarter.

Site traffic rose 18 percent and walk-in traffic to the model homes rose 10 percent. The second number is the one that matters to a homebuilder, because a walk-in is a person standing inside a house with a sales associate, not a click.