Real Estate Digital Marketing Case Studies
Casa JL, Colombia, image courtesy of Cinco Solidos
Digital marketing is vital to success in the real estate world. Digital marketing helps real estate developers establish a brand, reach their target audience, generate qualified leads, and convert those leads into sales. To outpace their competitors, developers must implement a unique, precise, and percipient digital marketing strategy.
These real estate digital marketing case studies will examine how three real estate companies successfully implemented digital marketing — to substantial results.
Case Study:
Itz’ana Resort & Residences
Itz’ana Resort and Residences posed a demanding digital marketing challenge as the most ambitious real estate project the country of Belize had ever seen.
Objectives
Our mandate was to create the brand and bring it to life through extensive concept development, and then follow through into the successful sales and marketing of all residential units. Specific objectives were:
Create a multi-layered brand personality highlighting sustainability, natural beauty, and luxury.
Grow international market awareness through top tier media coverage
Consistently create compelling content to grow our databases and keep leads engaged
Built a robust prospect pipeline and convert these qualified leads into successful sales
Solutions
To achieve our objectives, we designed and built a series of distinct, compelling concepts:
Google Adwords and Social Ads campaigns were built to create awareness and engagement.
Email marketing campaign to maintain engagement featuring blogs, design inspiration, and real life stories from the peninsula.
Brought the un-built resort concept to life by building a pop-up in the sandy beach and showcasing local culinary talent.
Created extensive media coverage through carbon-neutral rebranding achieved by:
Partnering with an in-country forestry specialist to deliver carbon offsets and designing the units for maximum sustainability
Re-engineering one-bedroom lagoon cottages to incorporate solar panels and innovative energy management systems to minimize their carbon footprint
Results
We successfully achieved our objectives — growing international market awareness, generating high quality leads, and converting leads into successful sales. Tangible results included:
69 of 86 Luxury villas sold prior to soft opening
Price premium of 15-20% above other regional luxury product
Case Study: Ka’ana Resort
The next of our real estate digital marketing case studies is the Ka’ana Resort. Opened just after the 2008 recession in Ka’ana, a location that had no existing luxury supply, had to work hard to stand out and attract a loyal following. Now, Ka’ana Resort has repeatedly won the World Travel Award for Best Boutique Resort in Mexico & Central America.
Objectives
Ka’ana brings a layer of bespoke luxury to the culturally rich heritage and pristine jungles that surround it. Our goal was to achieve the perfect intersection of style, culture, and adventure through specific objectives:
Create a getaway that married boutique luxury with experiential adventure
Channel top-tier media coverage into digital campaigns to increase engagement with our market
Achieve Revenues per Room in excess of US$700 per day in a location that had no track record of attracting a high end clientele.
Solutions
Our solutions successfully highlighted both the experiential opportunities and luxury accommodations, while giving back to local causes:
“Stay 3 Nights, Get the 4th for $18” promotion
The $18 cost represents a local child’s tuition for a year. The money was donated to local schools, and the package received extensive media coverage.
A one-of-a-kind luxury experience - glamping next to one of Belize’s most pristine archeological sites — resulted in an ADR of over $3,500 and secured coverage in the NY Times amongst other top media.
Private pool villas with butler services added a luxury element, achieving record levels of revenue.
Results
Our work with Ka’ana culminated in fantastic results, including:
23 International Hotel Awards
150,000,000+ Media impressions
ADR of US$343 against a national ADR of US$39
Case Study:
Johari Beach Residences
Johari Beach Residences is located on a stunning site on the southern shores of Zanzibar. A remote location requires exceptional digital marketing to acquire international buyers.
Objectives
Developing a digital marketing strategy was a challenge. The island had only recently opened up to international buyers, so there was very little historical data to work with. Objectives included:
Establish brand identity as a private — but not pretentious — beachside community. Attract buyers at different price points.
Lead generation through social media, adwords, email marketing campaigns, and broker management.
Build comprehensive digital marketing assets pre-development — renderings, image libraries, strong social content plan, floor plans, and more
Differentiate from other brands through unique features, amenities, and priorities.
Solutions
Through solutions aimed at attracting a diverse range of buyers, we put Johari Beach Residences “on the map:”
Changed from one unit type to five, allowing us to create a variety of property types at different price points for different buyer profiles.
Added central amenities such as a co-working space, a members lounge, and a gym to ensure buyers' needs would be fully taken care of. Added plunge pools to the villa product to enhance the appeal.
Recommended a series of additional owner amenities that would increase conversions and boost the owners ability to get ongoing revenue by filling the units post-delivery
Results
Strategic changes increased total development sales value by 42%.
Gained a social media following of 1,000 people within the first 30 days and an engagement rate of over 4.5 percent, placing it at the top among domestic competitors.
Increased the average price per square foot by 14%.
Proven Partners Can Help You with Real Estate Digital Marketing
These real estate digital marketing case studies demonstrate how essential digital marketing can be. Although, creating an effective digital marketing strategy for real estate is not easy. From social media marketing to search engine optimization, every aspect of digital marketing must work together to achieve a desired outcome.
If you would like to integrate digital marketing into your campaigns, get a leg up on your competition, and see results similar to the ones featured in these case studies, Proven Partners Digital Marketing Services can help.
