55+ Community Thinks Beyond Boundaries to Meet Sales Goals
The Floridian Club of Sarasota, a 55+ rental community, sought an agency partner who could help them attract out-of-state leads during their busy tourist season. They reached out to our team to implement digital strategies that would move them toward achieving their monthly sales goal on a more consistent basis. As such, we were tasked with targeting prospects that were permanent Florida residents, in addition to those who were winter residents or were planning on visiting the state.
We began by conducting an online prospect survey to gain insights as to what The Floridian Club’s unique selling propositions (USPs) are. We then created a digital media plan with separate messaging for in-state and out-of-state prospects who showed intent to rent or buy a home in Florida. Along with digital ads that emphasize the community’s USPs, we optimized their website to increase their search engine visibility to prospects.
The two sets of Facebook and paid search ads we created for the two audiences (in-state and out-of-state) allowed for more tailored messaging to each, rather than a one-size-fits-all solution. Calls to action for the ads were optimized to entice prospects to offer more information about themselves while providing opportunities for them to learn more about community.
INCREASE IN NEW LEADS
increase in Average Sales
Increase in Online Appointments Scheduled
Within just three months of launch, the sales team was on track and achieving their monthly sales goals with the new digital tactics in place.By expanding their targeting on Facebook to include states such as New York, New Jersey, Indiana and Michigan, the community was able to appeal to a broader audience of prospects interested in their 55+ rental offering.