Driving leads home to oceanfront luxury
60%
Increase in leads
42%
Increase in traffic
156%
Instagram growth
Challenge
Waterfall Condominiums was a proposed one-of-a-kind oceanfront residential building that wanted to change the skyline in Jacksonville Beach. Offering modern architecture, resort-style amenities, and unparalleled style and sophistication, the luxury condominium project needed a digital strategy to identify target buyers and convert them to leads.
The Goal was to drive high-quality new buyer leads by targeting the ideal audience and presenting Waterfall’s one-of-a-kind value propositions.
With a starting price of $1.2 million, the Waterfall luxury homes needed to be advertised to the right people to successfully convert leads and maximize the ad spend. The luxury real estate marketplace is a competitive place, especially along Florida’s oceanfront. Waterfall needed to stand out and have an innovative strategy in place to produce new buyers.
Solution
We did the research and found affluent areas throughout the country that had the highest rate of people buying luxury real estate in Florida. Then, we launched a series of Facebook ads to these areas to build awareness for Waterfall. To capture intentional search, we turned to Google Ads that were targeted by household income and other key factors.
Both these tactics were backed up by email marketing, in-person events, social media management, public relations and direct mail.
Results
- 60% increase in qualified new buyer leads
- 42% increase in website traffic with a 145% increase in pageviews
- 156% increase in month-over-month Instagram Likes
Key Insights
- When it comes to a niche audience, research-based targeting is everything.
- With a high-ticket product like waterfront real estate, it’s critical to have a strong message that separates you from the competition.
- When leads are at a premium, your CRM needs to integrate with your website to ensure every prospect is nurtured to maximize conversion.