Our challenge.. was to help a client who was needed to market and sell two distinctly different developments to two distinctly different target audiences. The first was to speed up the sale of retirement homes in Bournemouth, where buyers are notoriously slow to make decisions, especially when the sales process takes multiple interactions. The second was to promote new apartments on the outskirts of Bristol to young, affluent first time and professional couple buyers.
A number of innovations and initiatives paid dividends for both developments. In Bournemouth we utilised everything from MacMillan Coffee Morning events and classic, traditional direct mail to town centre ad-vans and the online targeting of the grown-up children of retirees. For the Bristol development we targeted potential buyers online, via Google adwords and Facebook campaigns, while also promoting the opportunity to local hospital NHS staff and to buy-to-let investors in London. As a result, both developments sold out in the target time.