encore marketing presentation
DESCRIPTION
TRANSCRIPT
Marketing Campaign for Encore Condominiums
February 16, 2011
• Drive traffic to Encore• Generate sales leads• Provide materials to help sell the
remaining 45 homes
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• Per Novare’s research, the demographics of potential homebuyers at Encore are:– Ages 25 – 44– 70% male / 30% female– Most households earn less than
$100,000 annually
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• SPR recommended a campaign that took advantage of Encore’s stellar skyline views, a selling point for the homes.
• Campaign theme = “See My View”
• Involved current residents in sharing their distinctive views of Encore.
– Remind potential buyers that many people are living at Encore
– Enable residents to provide testimonials of their unique perspectives
• Campaign designed to be flexible– Translates well between general marketing,
advertising, public relations and community relations.– Provides the sales team myriad opportunities to
collect contact information, distribute collateral, answer questions from potential buyers, give guided tours.
– Portray Encore as a home that’s a sound investment with an active community.
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Encore Homeowners gather for the unveiling of the “See My View” campaign.
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“Nowhere else can
you sit on a balcony
and see this view
after finishing a run
around LP Field. It
does not get any
better than this.”
-Jorge RiestraEncore 18th floor
homeowner since
September 2009
Ran three ads, reaching 144,000 readers
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“Best seat in the house. Period.”
-Mark HarringtonEncore 16th floor homeowner
since August of 2008
Ran four ads, reaching 200,000 readers
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“Every day I wake up
to the Nashville skyline.
From the Hony-Tonks to
LP Field, it’s hard to
believe that downtown
is my neighborhood,
and Encore is my
home.”
-Tracy GoldenbergEncore 12th floor homeowner
since June of 2008
Ran two ads, reaching 12,000 readers
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Ran six ads, reaching 292,200 readers
This Limited Time Offer Includes:
•Hardwoods in Living Room & Kitchen
•Full Appliance Package
•Custom Closets
•Reserved Parking Space
•$4,000 Closing Costs*
•6 Months Free HOA Dues**
Homes starting at$199,500
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More than 30 ads inside high-profile hotspots near downtown Nashville.
This Limited Time Offer Includes:
•Hardwoods in Living Room & Kitchen
•Full Appliance Package
•Custom Closets
•Reserved Parking Space
•$4,000 Closing Costs*
•6 Months Free HOA Dues**
Homes starting at$199,500
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• Total impressions: 7,178,942
• Total clicks: 1,225
• Targeted to college graduates between 21 – 55 living within 50 miles of Nashville.
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• 500+ attendees at “Way Late Play Date” event targeting young professionals.
• Encore sales booth for duration of event.
• Encore included on event marketing materials.
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• Drove nearly 80 people to Encore in a three-hour time span.
• Radio station Lightning 100 was on-site promoting tour as it was happening.
• Radio ads on Lightning 100 played four weeks prior to event.
E-vite
Save the Date 16
Future homeowners were invited to a party at Encore before a professional hockey game.
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“In real estate, location,
future growth, stability of the
development company, and
quality makes real estate
worth anything. Not only has
Encore retained its value in
tough times, but we are
nearly sold out! I would
encourage anyone who is in
the condo market to make
an appointment and tour
Encore.”
-Nick ShufordReal estate agent
Encore homeowner since August
2009
AGENT
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This Limited Time Offer Includes:
•Hardwoods in Living Room & Kitchen
•Full Appliance Package
•Custom Closets
•Reserved Parking Space
•$4,000 Closing Costs*
•6 Months Free HOA Dues**
PROSPECT
Have this view for $199,500
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YOU DESERVE A BRILLIANT LIFESTYLE
YOU BELONG IN A GREAT COMMUNITY
YOU HAVE EARNED THE RIGHT TO OWN
THE VERY BEST
TAKE AWAY
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Building Signage
Windmaster Signage Windmaster Signage
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Targeted at nearly 7,000 renters in Nashville’s high-end apartment complexes
FOR WHAT YOU PAY IN RENT, YOU CAN OWN A HOME IN DOWNTOWN’S
BEST-SELLING CONDOMINIUM.
For just $1,145/month, get an unbeatable city view plus all this:
•Hardwoods in Living Room & Kitchen
•Full Appliance Package
•Custom Closets
•Reserved Parking Space
•$4,000 Toward Closing Costs*
•6 Months Free HOA Dues**
Front
Back
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Used to promote Encore to online communities.
• Also sharing content on Twitter.
• On Facebook, Encore has nearly 130 “likes.”
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• Average open rate: 15.2%
• Average click through rate: 5.5%
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Current homeowners share why they love Encore
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• Since the campaign started in September 2010, there have been:– 69 new pieces of traffic
to Encore (includes walk-ins & appointments)
– 16 pieces of traffic returning to Encore
– 13 contracts• 7 signed• 6 pending
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Encore will continue attracting potential buyers with its marketing efforts, including:
• February, March and April 2011: Three direct mailings to renters at high-end apartment complexes.
• March 2011: E-newsletter promoting Encore’s testimonial video.
• March and April 2011: Events for real estate agents.
• April 2011: Two home tours with the Nashville Downtown Partnership.
• April 2011: Advertisements in music industry publications.
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