The Paid
Ad Guide
A complete paid advertising playbook for Guy Land Residential — built on Eugene Schwartz's 5 Levels of Awareness framework, designed to attract, nurture, and convert high-end custom home clients on Facebook and Instagram.
From Architect to Authority
For a high-ticket, long-sales-cycle service like custom home design, this is not about one-off lead generation. It's about building a predictable system to attract, educate, and nurture your ideal clients, positioning Guy Land as the go-to authority in the Houston and Nashville luxury markets.
25+
Years Experience
Houston & Nashville
Markets
Luttrell, Rendon
Celebrity Clients
The Guy Land Method
Lead Magnet
The Strategy at a Glance
We will move prospects through the 5 Levels of Awareness, from cold audiences to warm, engaged leads ready for a conversation. The sole conversion objective for cold traffic is to give away the free custom home guide. From there, the funnel nurtures and retargets them toward booking a call.
Eugene Schwartz's
5 Levels of Awareness
Each level represents a different audience segment with a unique mindset, requiring a tailored message and objective. This framework ensures we deliver the right message to the right person at the right time.
Unaware
"I'm not even thinking about building a home."
Problem-Aware
"My current house is too small/outdated. I need a change."
Solution-Aware
"I know I want a custom home, but where do I even start?"
Product-Aware
"I've heard of Guy Land. What makes him different?"
Most Aware
"I'm ready to talk to an architect. Is Guy the right fit?"
Audience Flow
Cold Traffic sees Level 1 (Awareness) ads — cinematic reels of stunning homes.
Video Viewers from Level 1 are retargeted with Level 2 (Problem) ads — direct-to-camera pain point content.
Clickers from Level 2 and Website Visitors are targeted with Level 3 (Solution) ads to download the free guide.
Guide Downloaders are retargeted with Level 4 (Product) ads — testimonials, USP, and authority content.
Highly Engaged Users and booking abandoners are retargeted with Level 5 (Most Aware) ads — direct CTA to book.
What to Film &
How to Script It
These are the exact ad concepts designed to capture the attention of people who do not know you yet and turn them into qualified leads. Every ad is a specific tool for a specific job.
General Filming Requirements
Format
Vertical (9:16) to fill mobile screens
Quality
4K on iPhone 14 Pro+ or professional camera
Audio
External lavalier/lapel mic required for speaking ads
Lighting
Natural light from windows. Avoid backlighting.
The Aspirational Reel
Purely Visual
Stop the scroll with breathtaking visuals and plant a seed of desire. This ad makes people who weren't even thinking about building a home, dream about it.
The Pain Point Address
Direct-to-Camera
Connect with viewers who are frustrated with their current home and introduce the idea of a custom home as the ultimate solution. This ad builds a personal connection with you as the expert.
The Whiteboard Explainer
Educational Value
Provide immediate, tangible value to the viewer by teaching them something they don't know. This positions you as the generous expert and builds trust, making them want to learn more from you.
The Project Walkthrough
Authority & Vision
Establish deep authority and showcase your design philosophy in action. By walking a viewer through a finished project, you reveal the thought process behind it, which is your true product.
The Authority Monologue
Pure Expertise
Establish you as the undisputed authority and trusted advisor. This ad is about your philosophy and the wisdom you bring to the table. It targets the logical side of the brain for a high-net-worth audience.
Post-Download
Nurture Sequence
This is the critical sequence for converting leads who have downloaded the guide but have not yet booked a call. This audience is warm and qualified — they just need a final push. We hit them with a series of ads over 14+ days that tackle their biggest remaining objections.
The "Biggest Mistake" Ad
Re-engage with high-value content and drive urgency.
Creative
Direct-to-camera video with Guy.
Script
"Hi there — I hope you found the guide helpful. I wanted to quickly share the single biggest mistake I see people make, which is #4: Choosing a builder too late. Bringing a builder in during the design phase is crucial for real-time cost feedback. It's a small step that saves thousands. If you're planning a project, I'd be happy to share a few more insights on a brief call. Click below to find a time that works for you."
The Process & Personality Ad
Showcase the personality of the brand and the ease of the process.
Creative
Fast-paced, engaging reel showing Guy in his element. Quick cuts of sketching, pointing at plans, laughing with a client, scrolling through material samples.
Script
On-Screen Text: "The Guy Land Method: From Vision... to Paper... to Reality. Let's build your dream home, together."
The Anthony Rendon Testimonial
Reinforce trust with a high-profile client testimonial.
Creative
Carousel ad with stunning home photos and quote cards.
Script
"He walked us through it patiently and allowed us to tell him what WE wanted. His architectural knowledge opened our eyes... if you want a custom home built just for you and your family, he's the man." — Anthony Rendon
The "Why Guy?" Ad
Address the final objection — why choose Guy over other architects.
Creative
Direct-to-camera video.
Script
"When you hire an architect, do you know who is actually designing your home? At many firms, you'll meet with the principal, but your project is then handed off to a junior designer. The vision can get lost in translation. That's not how I work. My name is on the door, and my eyes are on your plans. When you hire me, you get me. I personally design every home, ensuring a ruthless commitment to getting it right. You work one-on-one with me from concept to completion. If that's the level of personal involvement you expect, let's talk."
The "Let's Talk" Ad
Give the hottest audience a clear, direct reason to take the final step.
Creative
Beautiful photo of Guy looking approachable and professional, or at a drafting table. Minimal text overlay.
Script
"You've seen the homes. You've read the guide. The next step is a conversation. Let's discuss your vision for your dream home. There's no pressure, no pitch — just a professional consultation to see if we're the right fit."
B-Roll Checklist &
Filming Day Schedule
B-roll is the secondary footage that will be edited into your main videos to make them more dynamic and visually interesting. Please capture a wide variety of these shots.
The Architect at Work
- Close-up of your hand sketching on paper or a tablet (various angles)
- Wide shot of you working at a large drafting table with plans
- Over-the-shoulder shot of you navigating a 3D model on your computer
- Your hands touching and organizing material samples (wood, stone, tile)
- You on a construction site, pointing and talking to a builder (no audio needed)
- You unrolling a large set of architectural plans across a table
- You smiling and talking with a client in a finished home
The Details of Luxury
- Time-lapse of sunlight moving across a room
- Extreme close-ups of stone, wood grain, metal finishes, and high-end fabrics
- Water flowing from a high-end faucet, pool with gentle ripples, spa-like shower
- A modern fireplace lit, with flames dancing
- Slow-motion shot of a high-end cabinet handle being pulled or door handle turning
- Beautifully manicured gardens, trees, and outdoor features
The Finished Product (Cinematic)
- Drone footage: 3-4 sweeping aerial shots of each featured home (daylight and dusk)
- Gimbal walkthroughs: Smooth, slow-moving shots through main areas (entry, kitchen, living, master, outdoor)
- Static architectural shots: Wide, perfectly composed shots for magazine-quality stills
Abstract & Conceptual
- Out-of-focus backgrounds: Beautifully lit but blurry shots of your office or a home interior
- Reflections: Shots of a home reflected in a pool or a window
Sample Filming Day Schedule
Location: A single, impressive, and fully-staged finished project.
Setup & Staging
Crew arrives, sets up lighting, audio, and cameras. Final walkthrough of the home.
Ad 4 — The Project Walkthrough
Most complex shot, requires best light. Film all three hook variations, then the main body.
B-Roll (Cinematic & Details)
Capture all cinematic B-roll of the home's interior and exterior details.
Lunch Break
Rest and review footage captured so far.
Direct-to-Camera Ads
Film Ad 2 (Pain Point Address) and Ad 5 (Authority Monologue) — all hooks and main bodies.
B-Roll (Architect at Work)
Stage and film B-roll of you sketching, reviewing plans, etc.
Wrap Up & Data Transfer
Review all footage and transfer files.
Note: The Whiteboard Explainer (Ad Concept 3) should be filmed on a separate day in your office to ensure the setting is correct.