NURTURING $30M IN REAL ESTATE SALES
This luxurious private club community located in the Bahamas out islands was releasing $60M of beachfront real estate. The strategy was to encourage contacts to submit a refundable, 5-figure deposit in exchange for exclusive VIP access to product information as it became available — almost two years before there would be any physical product to show.
The campaign resulted in half of the product ($30M) being sold in a single night via an online release event.
MAPPING THE JOURNEY
This was a unique pipeline and strategy for the organization, so we started at the foundation: setting the campaign lifecycle and automating the information release so each contact experienced the same narrative in the same order. While the most recent product information was always available on the microsite, the story each contact received was always consistent.
DRIVING THE OPT-INS
How do you get prospects to drop a 5-figure deposit on a product that hasn't even been designed yet? It required a unique blend of trust-building and cultivating intrigue. To do this, the club scheduled live prospect events in key markets, which covered the trust element. To build intrigue, I conceptualized an austere metal business card that provided no further information than the logo and a QR code. The sales teams brought them to the events, linking the back to a personal invitation to visit the club and tour the site where the product would be built.
ALIGNING PRODUCT, MARKETING & SALES
The most important aspect to this campaign was the alignment between departments. Because each prospect was working directly with sales, making sure development, sales, and marketing weren't stepping on each others toes was crucial to a seamless customer experience.
Sales entered all manual leads into the CRM and kept the pipeline updated to communicate the opportunity stage, which indicated to marketing which communications the contact should receive. When an automated blast was sent out, sales was notified via the HubSpot CRM with a link back to the creative. A task was then created for the sales team member to follow up with their contact 2 days later and discuss the details outlined in the automated blast.
THE RESULT
Again, one of the challenges of this projects was maintaining the air of exclusivity this private community enjoyed without sacrificing its ability to attract new contacts. With no advertising and limited PR, the development moved $30M of product during a virtual release party in April, 2022.
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