Grasping the Opportunity

Boca Raton is a unique challenge: high-income area, high expectations, and high competition - including several other IMAGE Studios locations entering the same market around the same time.

The Coles had a premium product with premium pricing and double suites that required strong, qualified beauty professionals to fill. Hitting 100% occupancy meant attracting the right mix of stylists, estheticians, barbers, lash artists, and medical pros - and doing it fast.

They needed not just marketing, but strategy, precision, and a partner who understood the salon-suite model inside and out.

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Our Approach

We built a full-scale growth ecosystem that combined paid media, targeting strategy, social content, CRM automation, and proactive communication — all tailored specifically to the Boca Raton market.

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Paid Media: Precision Targeting at Scale

We launched paid advertising on October 31, 2023, immediately deploying a hyper-segmented creative strategy:

• Individual ad sets and creatives for stylists, estheticians, brow artists, lash techs, barbers, and injectors
• Rotating “Move-In Ready” and “Modern Private Suites” offers
• Suite-specific ads showing exactly what type of professional belonged in each space

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This produced:
1,013 Meta leads at an average $29 CPL,
with Google Ads filling in the remaining pipeline.

Social Media: Building a Local Audience of Real Prospects

To dominate the mid-funnel and warm up the market, we:

• Created and edited all content on the Boca Raton IG account
• Delivered 1:1 content coaching to Lindsay so she could record raw content seamlessly
• Personally DM’d 10 local beauty pros every weekday from the studio’s Instagram
• Grew the account to 955 highly local, highly qualified followers

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This generated a steady stream of warm conversations, tour requests, and reactivations all without relying on random or low-quality audiences.

Communication & Strategic Adjustments

Every week, we met with Lindsay and Tyler to evaluate the mix of incoming leads:

• If they had too many estheticians one week, we shifted creative toward stylists.
• When they needed to fill double suites, we targeted pros looking to work with partners.
• If lead quality shifted due to the competitive market, we tightened up visuals, copy, and funnel targeting.

This constant refinement is what allowed them to stay ahead of other suite operators opening nearby.

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Technical Excellence

Behind the scenes, we built a full marketing and follow-up infrastructure to support their growth:

• Speed-to-lead routing into CRM, Slack, email, and text
• Instant lead alerts for immediate response
• Automated email & SMS sequences for offers, tour reminders, and nurturing
• Reactivation campaigns to bring old or cold leads back
• Hyper-local landing pages & instant forms to maximize conversion

This system ensured no lead sat unnoticed and helped the Coles convert at a rate competitive for high-end markets.

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“5th Element has been instrumental in filling our space here in Boca Raton. The level of responsiveness, strategy, and hands-on support made all the difference. We wouldn’t want to work with anyone else.” - Lindsay& Tyler Cole

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