Static ad concepts for the high-ticket lines — AMC, While Away, Refurbishment — across Dubai & UK, grouped by audience segment, each in 4:5 feed + 9:16 story. Direction: the brand's own editorial voice and the feeling of an invisibly, perfectly kept home — restraint over feature lists.
Editorial, restrained, feeling-led — leaning on Maintained's own lines ("90% of what we do is unseen," "we think in decades," "anyone can make it look done"). Each concept ships as a 4:5 feed + a 9:16 story (copy kept inside the IG safe band). Treatments vary per cell so they're genuinely distinct, not colour swaps. ◆ All imagery is a labeled placeholder (final photography dropped in later). No prices on creative, and the entry offer is TBD, so CTAs are placeholder soft consults marked Offer TBD.
Full-time HNW villa owners. They don't want to think about the home at all — they want it quietly, invisibly handled. Lead with calm, longevity and pride; never a chore list.
Away for part of the year. The feeling to sell is peace of mind from a distance — the home watched and cared for as if they'd never left, and a calm return.
AMC and Refurbishment for absentee owners.
Highest LTV, but hard to target precisely on Meta — runs lighter, leaning on retargeting / lookalikes + referral. The feeling to sell is reputation protected: maintenance a manager can put their name to.