A NEW CONCEPT IN MARKETING

A typical consumer or client requires 10-17 impressions before they will even consider selecting a product or service.

Southern Real Estate
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Southern Real Estate

Challenge: Southern Real Estate, (SRE), is a developer of high-end, gated communities in the mountains of Northern Georgia. SRE wanted to position its most developed lifestyle community, The Preserve at Rising Fawn, GA as the first choice location for purchasers of second homes.

Goal: Assess, design and execute an integrated marketing program introducing The Preserve at Rising Fawn to the Atlanta market. Position the Preserve as having the greatest perceived value of all upscale communities in the region. Create the distinct impression among potential customers in the Atlanta market that The Preserve is the logical choice to purchase a second home. Develop a data base of potential customers eager to learn more about the Preserve and/or schedule a visit.

Actions Taken: Stage2 began with taking a comprehensive look at the Southern Real Estate product, area, pricing, and surrounding areas. Based on quantitative data, Stage2 identified the ideal target audience, demographics, lifestyles, and selected Atlanta as the primary geographic area. A thematic message was shaped to capture potential economically advantaged clients based on SRE’S “Quality of Life” image blended with the founder’s commitment to a pristine environment.

Once the foundation was built to support a product launch Stage2’s team of marketing strategists developed a multi-layered campaign including a strategic mix of:

  1. Print advertising - targeted upscale publications
  2. Direct Mail - targeted audience based on demographics
  3. Interactive Emails - using local events as hooks
  4. Introduction into Social Networks
  5. Interactive Marketing - Website functionality, Search Engine Marketing
  6. Sales Support - White Papers, Email Templates, Sales Coaching, Local Partnerships
  7. Outdoor Media - Billboards

Stage2 utilized the discipline inherent in the 17(i) Marketing System to complement the effect of each channel by strategically placing every piece to influence clients and to overlay the impact of each previous effort. Billboards and creative print -ads predated direct mail contacts. Web site visitors were regularly contacted through emails offering special offers and on-site events. Phone calls to select customers followed the emails. Each potential customer was targeted to receive between 15-25 direct, and distinct impressions.

Result: The disciplined and diverse 17(i) approach over a four-month period provided Southern Real Estate a database with over 550 names within the Atlanta area. Each of these 550 individuals not only opted-in to receive more information about SRE and the Preserve at Rising Fawn, but in many cases scheduled visits to The Preserve. Additionally, Stage2 developed sales support materials for the Southern Real Estate sales force to continue to effectively engage the database.

Testimonial: "Stage2 presented us with the most methodical approach to marketing we have yet seen. They took our previously scattered efforts and created a unified, step-by-step marketing plan that focused on measurable and achievable goals. Each step was carefully designed to build on the previous effort and the results were outstanding. The people at Stage2 were true professionals and were a pleasure to work with throughout our campaign. For those reasons I can recommend Stage2 to any company looking to take their marketing to the next level.”

Amir Peleg Partner, Southern Real Estate