After some research into the buyer market in Orlando, we discovered down-sizers were an untapped buyer group. Families with children leaving for college or retirees trying to downsize their million-dollar homes were prime targets for Canopy.
With this in mind, we adjusted Canopy's brand, messaging, photography, and print collateral to highlight the low maintenance backyards, secure community, and standard million-dollar features in the homes. Wine cellars, rotunda rooms, iron railings, vaulted ceilings, Viking appliances, and many other amenities our buyers wanted to maintain from their past homes. Canopy presents all these at a lower price with less space to maintain.
Prior to SQFT, Canopy did not utilize digital marketing or advertising. They had a simple website with a few photos. We launched Canopy's digital campaign with an extensive set of practical and beautiful web marketing assets.
- Mobile Website Design
- New Messaging Design
- Automated Email Campaign
- New Lead Funnels
- Custom CRM Setup and Sales Funnel
- Google, Linkedin, and Facebook Advertising
- Analytics Tracking and Sales Metrics Tracking
To highlight their homes, Canopy was entered into multiple awards contests and multiple broker parties were held. In the end, they were awarded Best Single Family Home Build in Orlando by the Parade of Homes. A huge honor for an independent developer and builder.
In addition, we helped Canopy develop multiple broker incentive programs including their VIP Broker program that allows local brokers to register their clients via phone, a powerful tool for Orlando's high-power brokers who cannot be in multiple locations. A clever way to encourage high-net-worth buyers to be pursuaded by trusted brokers to visit and buy at Canopy.
Using every new real estate marketing technology at our disposal, SQFT created multiple online 3D tours for Canopy's models and embedded them into the website. In addition to this, the 3D tours were integrated into every online email campaign with links constantly pushing buyers and brokers to take the tours. Video testimonials were created as soon as new buyers started moving into their homes. Kind words about the quality of the homes, the customer-service-friendly design experience, and their positive reasons for buying at Canopy were explored and made into short videos. These were embedded into the website and pushed through multiple email and social campaigns online.
To reach our new and typical buyer demographics, traditional advertising - brochures, mailers, newspapers, TV spots on the nightly news, billboards, and clear road signage - was vitally important. While many projects can rely simply on online advertising, foot traffic and buyers for real estate properties with luxury features still have a strong correlation to successful traditional advertising campaigns and still see great returns.
Using digital tracking metrics and a custom CRM, we created a targeted sales funnel and tracking system for all sales team efforts in the Canopy sales center. Each week, the development team and sales managers can review detailed sales reports generated from our efforts to keep the sales team accountable. This keeps sales moving forward and the project focused.