Integrated Marketing Campaigns to Boost Product Interest & Sales

What's the ADVANTAGE?

A stagnant product mix and pricing misalignment were stalling sales. A new product lineup with revised pricing was introduced to meet demand and reignite interest.

Strategy & Approach Units were strategically removed from market and reintroduced after three months with a high-impact campaign designed to generate urgency, create demand, and emphasize three key selling points:

Unmatched Price Point: Lowest prices in the area.

Exceptional Value: Many sought-after features included, from spacious layouts and balconies to quality finishes and convenient access to nearby amenities.

New Offerings: Fresh model and layout options unique to the area.

The campaign maximized impact through an integrated approach across digital channels (SEO, video, ads, and lead capture), social media, email marketing, and on-site signage, enhanced by partnerships with local businesses and a launch event.

Outcomes

Increased Walk-in Traffic: 287 groups

Total Online Leads: 298 email registrations

Units Sold: 22 (3 units were sold the previous year)

Email Open Rate: 45% - 50%

Campaign Finalist: Finalist for Marketing Campaign of the Year at the Annual Industry Awards

Home Away

With high-end bungalow villas tucked away from main roads, low visibility and limited buyer awareness were major obstacles in this premier community. Units offered low-maintenance, high-quality homes perfect for buyers interested in a “lock-and-leave” lifestyle. A tailored marketing approach was required to boost awareness and resonate with specific buyer motivations, all while navigating a higher price point and limited visibility.

Strategy & Approach

The campaign centered on the target audience’s lifestyle and daily interests. Many ideal buyers were retirees or semi-retired individuals with a passion for travel and minimal home upkeep. An emotion-driven campaign was launched to portray the lifestyle benefits and connect with this group on three key value points:

Effortless Maintenance: Services like snow removal and exterior maintenance allowed for worry-free getaways and seasonal travel.

Downsizing with Style: Homes offered spacious layouts with high-end finishes and ample room for guests, preserving comfort without compromise.

Community of Like-minded Neighbors: Positioned as an exclusive, connected community, appealing to buyers looking to downsize among neighbours with similar lifestyles.

Integrated Campaign Tactics

Digital: SEO, targeted display ads, lead capture pages, and email marketing.

Social Media: Branded lifestyle posts and community highlights.

Print Marketing: Targeted interest and demographic appropriate publications (e.g., golf, cooking, and lifestyle magazines).

Geo-targeted Ads: Ads in top snowbird regions across the U.S. and Mexico.

Direct Mail & TV Commercials: Local targeting to boost brand awareness.

Outcomes

Increased Walk-in Traffic: 1,166 groups within six months (previously averaging 1–3 groups per week)

Total Online Leads: 71 email registrations

Sales: 8 homes sold in six months (previously 0 sales over the prior six-month period)

Cross-selling Success: Increased interest and sales of similar units in other communities

Email Open Rate: 30% – 40%

Campaign Finalist: Finalist for Marketing Campaign of the Year at the Annual Industry Awards