When developer East West Partners acquired and invested $20 million to update and renovate The Landmark, a 271-unit luxury condominium high-rise, they wanted to sell 107 units at a rate of three per month. To succeed, they needed a reliable way to build relationships directly with prospects and advance them through the purchase process.
We built a website with detailed floor plans that enable visitors to view available units, and newsletter signup and tour request buttons that encourage people to learn more. Using marketing automation, we launched an email campaign about what was new at The Landmark and in the surrounding neighborhood.
As we tracked prospects’ engagement with the emails and site, we learned more about their preferences and stage in the purchase process. Then we segmented lists and tailored content and outreach accordingly.
Next, we created a “Request Your Private Tour” chaser button that follows users as they scroll, positioned “Request a Tour” forms on the site’s deep-linked pages and created landing pages with calls-to-action. The tracking allows East West Partners to interact with users based on his or her wants. For instance, when someone is looking at Penthouse units, the team sends the person an invite to an exclusive Penthouse opening or has a sales associate contact the person.
Our emails to prospects, brokers and current owners garnered an open rate of 37.5% and a click-through rate of 10.8% — compared to industry averages of 22% and 2%, respectively. Leads generated through the campaign helped the sales team close sales 50% ahead of their pro forma.
"We've exceeded our pro forma by 50% on a monthly basis. I think that is the direct result of that collaborative effort between ourselves and 90."
— Brad Arnold, VP of Sales & Marketing, The Landmark