Type: Marketing and Sales
Client: Trinity Woods
Deliverable: Advertising, Marketing Automation, Sales Consultation, Database Mining
Transforming a Community from Inside Out
THE SITUATION
When the partnership between Trinity Woods and Creating Results commenced, the community was one year into a rebranding process that included a name change. Trinity Woods recognized the necessity of not only enhancing brand awareness within the broader community but also establishing an operational framework for long-term success.
STRATEGY
Starting in 2022, the objective was to relaunch the Trinity Woods brand to the external community while also fostering a cultural evolution within the organization. The aim was to integrate marketing, sales, and operations under the principle of “everybody sells” to enhance the Trinity Woods brand both internally and externally.
Over the years, the foundation has remained stable. The focus of marketing has shifted from raising awareness to generating and nurturing leads, while continuous sales support and training have been maintained. Ongoing sales training has contributed to meeting goals and gradually improving the sales conversion rate.
SOLUTIONS
Creating Results over the years has provided solutions rooted in transparency from goal setting to sales training. Key Area(s) of focus for our phased approach:
The purpose of this solution is that we couldn’t take them from a soft-launch rebrand, with no sales or marketing goals identified, straight to getting deposits at their desired goal. We needed to reintroduce Trinity Woods to our audience, educate existing and new audiences on our new name, get our audience to understand why they should care and eventually build up to seeing consistent deposits come in.
Key initiatives in gaining alignment and setting proper expectations included:
- Marketing Automation
- Database Audit Survey
- Developing Downloadable Content
- Sales Recruitment & Onboarding
- Remote Database Mining
- Sales Consulting and Training
increase YOY of lead to sale conversion rate
decline in the cost per sale over two years
sale qualified leads (SQLS) generated in three years
RESULTS
Since the collaboration began, marketing plans have consistently exceeded lead goals, optimizing the budget towards lead nurturing. The sales team has stabilized, improved conversion rates, and taken ownership of their targets. This contributed to an occupancy increase from 82% in 2022 to 89% by the end of 2024.