CLIENT: Vistancia
INDUSTRY: Real Estate & Development
AUDIENCE: Prospective Home Buyers, Community Members (secondary)
Arizona was one of the hardest-hit states during the latest recession and one of the last states to see its real estate market begin recovery. In the middle of this downturn, a luxury development named Vistancia seemed to be successfully fighting the lack of demand and qualified buyers, allowing it to continue building out new communities.
To promote its latest set of new homes, Vistancia called upon our agency to deliver an innovative marketing campaign.
Process & Strategy
EVENT PROMOTION AND PR
1. Tour of Homes and Food Truck Experience - With the main goal of bringing people to Vistancia, our strategy centered upon two events that each leveraged current trends to attract a wide audience - even those who may not have yet considered a new home. The Tour of Homes gave an inside look into the homes of one of the top luxury developments in Phoenix, while the Food Truck Experience gave out maps of each community while providing food and entertainment.
2. Print and Digital Ads - Print and digital ads were designed to focus on the
3. A/B Testing - Once content had been updated, a series of A/B tests were launched to ensure that the design, calls to action, and subject lines were all optimized to increase engagement as much as possible.
EVENT MICROSITES
1. Navigation - The navigation was reorganized based on the most common paths users were taking in accessing our content. Top-level nav was limited in order to keep focus on converting.
2. CTA - A clear call-to-action button was added in a prominent location, encouraging users to take action, rather than continue browsing.
3. Homepage Copy - The copy on the homepage was edited down to the absolute minimum, giving only the most important event details and instead using a series of call-outs to highlight supplementary content.
4. Exhibitor List - As exhibitors signed up for the event, a homepage widget would pull in the 10 most recently added. Users visited the Exhibitors page more than any other, so seeing top names in the industry was clearly an important factor in their decision-making.
Results
RECRUITMENT EMAILS
Upon delivery of the exhibitor-focused recruitment email campaign to a more qualified list of planners, CTR improved by 40%.