Move-in ready leads for a luxury condominium development
74%
Increase in leads
31%
Increase in YOY traffic
All units
Sold out
“As with most new marketing efforts, we expected to start seeing results in the first 30 to 60 days. But we were completely blown away with the immediate results.”— Michael Bone, Marketing Director
Challenge
The Palazzo on St. Johns, a luxury waterfront condominium complex in Jacksonville, needed to jumpstart a stagnant lead generation strategy using purely digital tactics. We delivered an integrated approach that filled up their sales office.
The goal was to raise awareness for the only new construction waterfront luxury condominiums in Jacksonville. Drive high-quality new buyer leads that were the right fit for the property.
The buildings that comprise The Palazzo on St. Johns were half-built by another company. When the ownership group for The Palazzo took over the project, there was a somewhat negative connotation associated with the property.
In addition, buyers had a much longer sales cycle than usual due to the construction timeline as well as the premium cost of the individual units.
Solution
To overcome any negative perceptions, we launched a public relations campaign, designed a series of print ads for local publications that attracted our target audience, and produced a series of commercial-quality videos to reintroduce the Palazzo to the community.
From there, we raised awareness with eye-catching Facebook Ads that showcased the luxury lifestyle, views and amenities that the Palazzo offered. We then drove intentional search with a Google Ad campaign targeted at the locations throughout the country that we found are interested in moving to Florida based on our research.
Finally, we helped the Palazzo’s sales team to maximize their use of their marketing automation tool, which helped nurture leads from interest to closing and made sure every lead was accounted for. A series of buyer testimonial videos were incorporated into the nurturing emails to give prospects a feel for the current residents, and why they loved living at the Palazzo so much.
Results
- 74% increase in leads after the first year
- 31% increase in website traffic year-over-year
- All units sold out in 2022
Key Insights
- Testimonial videos are excellent top-of-funnel content to introduce a brand.
- Lead nurturing must be included in the marketing strategy for a luxury brand with a long sales cycle.
- Floor plan-based ads perform best on Facebook because that’s what buyers are most interested in