The Cottage Country Buyer Campaign. Detailed plan and rollout.
A complete brief on the Meta campaign launching to capture summer waterfront demand in the North Bay region.
Built on fresh 2026 research into what's actually converting in Ontario cottage country, with hard guardrails on
every ad. One-time build. Yours forever. Ad management stays inside your existing scope.
Prepared for: Natasha and TanyaPrepared by: Paul Meyers, PM Consulting Inc.Date: June 4, 2026
The Campaign at a Glance
What's running, who it's reaching, and the guardrails.
Platforms
Meta (Facebook + Instagram)
Audience
GTA & Ottawa second-home buyers, 45-65
Per-Ad Budget
Locked cap on every ad
Per-Ad Timeline
Fixed end date on every ad
Auto-Shutoff
Pause + notify on cap or end date
Reporting
Bi-weekly performance report
Why This Campaign, Why Now
The cottage country opportunity is at peak rationality.
Royal LePage's 2026 Spring Recreational Property Report (released March 2026) shows the cottage market has shifted
from pandemic frenzy to thoughtful, financially-rational buyers. That's good news for North Bay. Buyers are doing
the math, and North Bay wins the math.
-13%
Muskoka Q1 2026 median price year-over-year. Buyers are pulling back from premium markets and shopping value.
Cold prospecting builds the list. Custom audiences convert it. We run both in parallel so the campaign keeps generating
new leads while warming the people already in your funnel.
Royal LePage, Zoocasa, Realtor.ca engagement signals
Layer 04
Custom & Lookalike Audiences
Website retargeting: Visitors to laframboiseteam.ca/waterfront/ in the last 180 days
Lookalike of past closed clients (1% LAL, Canada) sourced from your CRM
Lookalike of email list subscribers
Video engagement audiences: People who watched 50%+ of any campaign video
Lead-form openers who didn't submit, re-engaged with a follow-up creative
Creative Angles to Test
Five distinct hooks, rotated and measured.
Every ad uses one of these five hooks. Each one targets a different psychological lever and a slightly different
segment of the audience. We launch with the strongest performer for cold traffic (the financial angle), then layer
in the others as the campaign matures.
01
Financial / Comparison
"Muskoka without the Muskoka price tag."
Hits the dominant rational objection head-on. Lake Nipissing waterfront from the high $300s, the same sunset,
roughly a quarter of the cost. This is the highest-converting angle for cold traffic in 2026.
02
Distance Reframe
"It's not as far as you think."
Defeats the #1 emotional objection. GTA buyers think North Bay is dramatically further than it is.
Highway 11 vs. Highway 400 summer gridlock to Muskoka often closes the gap entirely.
03
Legacy / Emotional
"The cottage your grandkids will remember."
Hits the 50-65 buyer in the chest. They're not buying for themselves, they're buying for a multi-generation
family-anchor. Best as a video Reel with Matt or Natasha on camera.
04
Local / Trust
"We've been selling these lakes for two generations."
Your unfair advantage against corporate brokerages and the Muskoka boutiques. No one else in your market can
make this claim with the same authority. Best as a talking-head Reel.
05
Scarcity / Seasonal
"14 waterfront properties under $600K. By August, three."
Best for warm retargeting audiences (people already in the funnel). Lake Nipissing inventory typically clears
70% by Labour Day. Real urgency, not manufactured.
The Funnel
What happens after they click. Six steps.
The campaign isn't just running ads. It's running ads into a funnel that captures emails, delivers value, and nurtures
cold leads into booked virtual tours over a 14-day window.
STEP 01
Ad Click
Meta ad on FB or IG, one of the five tested angles
STEP 02
Landing Page
Dedicated waterfront page on laframboiseteam.ca with the lead magnet gate
"Book a 20-min virtual tour" or "See this week's Lake Nipissing waterfront"
Phased Launch Plan
Three waves. Each one builds on the last.
Rather than running all five angles at once and diluting the spend, the campaign rolls out in three waves. Each wave
has a specific job: build the list, warm the list, convert the list.
01
Wave 01 · The Muskoka Math
Cold prospecting, financial angle
June – July
Carousel ads built around the price comparison: same lake, same dock, different zip code. Targets cold GTA
and Ottawa audiences with the highest-converting angle in the test set.
Audience
GTA + Ottawa cold prospecting
Lead Magnet
Nipissing vs. Muskoka PDF
Creative
5-card carousel
Goal
Build email list fast
02
Wave 02 · The Dock They'll Remember
Warm nurture, emotional anchor
July – Aug
45-second talking-head Reel from Matt or Natasha. Legacy framing for the 50-65 buyer thinking generationally.
Re-engages the list built in Wave 01 plus broader lookalike audiences.
Audience
Wave 01 list + 1% lookalike
Lead Magnet
2026 Waterfront Buyer's Guide
Creative
45-sec vertical Reel
Goal
Build trust, anchor brand
03
Wave 03 · Before the Freeze-Up
Conversion push, scarcity angle
Sept – Oct
The fall second-buying-window. Listing-specific Reels with real inventory numbers, targeted exclusively at warm
retargeting and video-engagement audiences. Drives booked virtual tours, not just opt-ins.
Audience
Retargeting + warm engagement
Lead Magnet
Weekly listing alert or virtual tour
Creative
Single-listing Reels
Goal
Book viewings, close deals
Creative Examples
What these ads actually look like.
One concrete example per wave. The mockups below show how the ad sits in a Facebook or Instagram feed, including
post text, image direction, headline, and call-to-action. Final visuals are produced by us with your real listings,
drone footage, and team photography.
Wave 01 · The Muskoka Math
LT
The Laframboise Team
Sponsored ·
Same dock. Same sunset. About $1.2 million difference.
We've been selling Lake Nipissing waterfront for two generations. The lake is ours. The math is yours. Get the free 12-page comparison and see what your Muskoka budget actually buys up here.
Example creative
Muskoka
$1.8M
Lake Nipissing
$589K
vs
LAFRAMBOISETEAM.CA
Lake Nipissing vs. Muskoka 2026
Free 12-page side-by-side comparison guide
Download
Like
Comment
Share
Image Direction
Split-screen golden-hour photography. Left half: a Muskoka-style luxury cottage with prominent dock, captioned
"Muskoka · $1.8M." Right half: comparable Lake Nipissing waterfront with similar dock and tree line,
captioned "Lake Nipissing · $589K." White "VS" badge in the center seam. Brand mark bottom-right.
Final shoot: one real Muskoka comp (or stock) paired with a real Nipissing listing in your portfolio.
Post Text
Opens with the financial punch ("$1.2M difference"). Bridges to the two-generation credibility. Closes with
the free guide as the low-friction next step.
Headline + CTA
Headline: Lake Nipissing vs. Muskoka 2026 Description: Free 12-page side-by-side comparison guide CTA Button: Download
Format
Carousel (5 cards) — the first card is shown here. Cards 2-4 break down price-per-foot-of-frontage,
drive time, and lake size. Card 5 is the download CTA card.
Wave 02 · The Dock They'll Remember
LT
The Laframboise Team
Sponsored ·
Forty years from now, no one will remember the closing price.
They'll remember the dock. The boat. The morning their grandkid caught her first walleye.
We've been selling Lake Nipissing waterfront for two generations because the families who buy here come back for the next one. Watch what we mean.
Example creative
"My grandfather sold us this lake. Now I get to sell it back to your family."
Natasha Laframboise · 45 sec
LAFRAMBOISETEAM.CA
We've Sold These Lakes Since 1985
Two-generation Lake Nipissing waterfront specialists
Learn More
Like
Comment
Share
Image Direction
Vertical 9:16 Reel. Opening frame: a young child mid-jump off a dock at golden hour, lake stretching wide
behind them, slight motion blur on water. Cuts to Natasha or Matt on the same dock, casual phone-shot, talking
directly to camera. Closing frame: family-style sunset wide shot with the team logo and URL overlay.
Captioned for sound-off viewing.
Reel Script Outline (45 sec)
0-3s: "Forty years from now, no one's going to remember the closing price." 3-10s: B-roll of dock, kid jumping in, boat pulling away. 10-30s: Natasha or Matt on camera: "We've been selling these lakes for two generations.
Same families come back for the next one. Here's why." 30-42s: Two-shot of one happy GTA buyer + family at their cottage. Soft testimonial line. 42-45s: Sunset wide. "The Laframboise Team. North Bay. Since 1985."
Headline + CTA
Headline: We've Sold These Lakes Since 1985 Description: Two-generation Lake Nipissing waterfront specialists CTA Button: Learn More
Format
Vertical Reel (9:16). Primary placement: Instagram Reels + Facebook Reels + Stories. Also runs as
in-feed video on both platforms.
Wave 03 · Before the Freeze-Up
LT
The Laframboise Team
Sponsored ·
14 Lake Nipissing waterfront properties under $600K this morning. By Thanksgiving, three. By freeze-up, the only ones left will be the overpriced ones.
If you've been telling yourself "next year" since 2022, this is what next year looks like.
Drone tour of one we just listed below.
Example creative
Just Listed
$589,000
110 ft frontage · Lake Nipissing · Year-round road
LAFRAMBOISETEAM.CA
Lake Nipissing Waterfront · $589K
110 ft frontage. Private dock. Drone tour inside.
See Listing
Like
Comment
Share
Image Direction
Drone pull-back shot of one real listing. Open with a tight frame on the dock, then drone rises and reveals
the full waterfront, treeline, and lake stretching to the horizon. Fall colours just starting on the trees
(Sep-Oct shoot window). Bottom-left overlay shows the live price + frontage feet. Top-right "Just Listed"
tag pulsing on for first 2 seconds.
Post Text
Opens with hard inventory numbers (real, refreshed each week). Builds urgency through the freeze-up timeline.
Closes with a "next year is now" hook that lands hard on warm retargeting audiences.
Headline + CTA
Headline: Lake Nipissing Waterfront · $589K Description: 110 ft frontage. Private dock. Drone tour inside. CTA Button: See Listing
Format
Single image (1.91:1 for feed) or 15-second vertical Reel. One ad = one listing. We refresh the
creative weekly so the inventory count and featured property stay current. Audience: retargeting + video
engagement only.
What You'll Get
Concrete deliverables, all included.
Full audience build across all four layers (geo, demographics, interest stacks, custom audiences)
5 creative concepts tested across three rollout waves
Lake Nipissing vs. Muskoka comparison PDF designed in your brand and gated as the lead magnet
Dedicated landing page on laframboiseteam.ca for the campaign opt-in
5-email nurture sequence built into your existing CRM, triggered on opt-in
Per-ad budget cap and timeline hard-coded with auto-shutoff and notification
Bi-weekly performance reports showing spend, CPL, lead quality, and what to optimize
Wave-by-wave optimization based on what's converting, with every relaunch reviewed against results
Ad spend is set and controlled by you separately, on your account, with the per-ad guardrails enforced.
Investment
Built once. Runs all summer.
One-Time Campaign Build
The Cottage Country Buyer Campaign
Audience build, 5 creative concepts, the Lake Nipissing vs. Muskoka comparison PDF, the dedicated landing page on
laframboiseteam.ca, the 5-email nurture sequence in your CRM, and the per-ad guardrail system. Everything above,
built and ready to launch.
$1,497CAD, one-time. No subscriptions, no monthly fees.
Ongoing ad management is already included in your existing Facebook ad management retainer. The $1,497
covers the one-time asset production and funnel build. Ad spend stays separate, on your account, with the locked per-ad
caps enforced. The assets you receive are yours forever and continue to work through every future Active Posting Season.
Ready to kick off Wave 01?
With your green light, we can have the audience built, creative produced, and the first wave live within 14 days.
Bi-weekly reports start the moment ads enter the test phase.