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Campaign BriefBoston Metro → North Shore & Cape

North Shore Campaign

Targeting 60%+ of coastal MA buyers from Boston's affluent western suburbs. The Dover-Weston-Wellesley-Newton corridor dominates this market.

60%+From Boston Metro
$250K+Tier 1 Median Income
80%+Bachelor's Degree+
23 yrsAvg Ownership Duration
Geographic Targeting

Boston Metro Zip Codes

The two-hour rule: Most buyers want vacation property within 2-hour drive. Boston's western suburbs dominate this market.

Intent-Based Targeting

Layered Targeting Strategy

We don't target r/boston broadly—that's too unfocused. Instead, we target Boston metro zip codes when users are in vacation rental mindset subreddits.

THE FORMULA: [Boston Metro Zip Codes] + [Intent Subreddits] + [Relevant Keywords]

Reach Boston residents when they're thinking about vacation rentals, not when they're browsing local news.

L1

Direct Intent + Boston Geo

Very High Intent • Low Volume

PRIORITY

Boston residents actively managing or discussing STR hosting

r/airbnb_hostsr/vrbor/ShortTermRentalsr/AirBnB
Keywords

property manager, management company, should I hire, self manage vs, cleaning service

L2

Investor Intent + Boston Geo

High Intent • Medium Volume

Boston investors considering or owning vacation properties

r/realestateinvestingr/Landlordr/RealEstater/PropertyManagement
Keywords

vacation rental, second home, STR, Airbnb income, cape cod, north shore, massachusetts

L3

FIRE/Wealth + Boston Geo

Medium-High Intent • Medium Volume

High-income Boston residents with vacation properties on Cape/Islands

r/fatFIREr/financialindependencer/passive_incomer/ChubbyFIRE
Keywords

vacation rental income, second home, passive income real estate, hands off investment

L4

Regional + Rental Keywords

High Intent • Low Volume

People discussing Cape/Islands rentals specifically (with rental keywords)

r/CapeCodr/marthasvineyardr/Nantucketr/massachusetts
Keywords (Required)

rental management, airbnb, vrbo, property manager, vacation rental, summer rental, seasonal rental

Negative Keywords (Exclude)

looking for rental, where to stay, vacation recommendations, trip to, visiting, tenant, apartment hunting, roommate

Creative Concepts

Proposed Ad Mockups

Boston-specific messaging emphasizing local expertise and the convenience of professional management for coastal properties.

Gloucester property
Wilkuma

Cape Cod & North Shore
vacation rental management, done right.

We're not a national chain—we're your neighbors. 75+ properties. 4.92★ average rating. Zero startup costs.

Talk to a Local Expertwilkuma.com
Headline

Cape Cod & North Shore vacation rental management, done right.

Body Copy

We're not a national chain—we're your neighbors. 75+ properties. 4.92★ average rating. Zero startup costs.

CTA

Talk to a Local Expert

Target

r/boston, r/CapeCod + Tier 1 Boston suburb zip codes