Real estate case study

in focus:

real estate marketing Building Your Brand From the Ground Up

table of contents Introduction

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Our Services

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Strategic Consulting & market research

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Sales Programs

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IF CRM

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IF SEO

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Our Work

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Case Study #1

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Case Study #2

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Case Study #3

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Client List

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About Us

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Contact Us

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Introduction Real estate markets today are more competitive than ever before. Bubbles rise and burst across the country. Markets shift and level off. And after each transformation, a new set of rules will determine the projects that succeed and those that do not. Gone are the days of unchecked speculation and unlimited purchasing power. Prospective buyers today are more informed, more critical and less likely to buy into a project without in-depth comparisons and consideration.

For many builders and developers, creating an exceptional home or community is easy. The challenge lies in selling those homes and communities before they are physically completed.

At its core, this is a problem of vision versus communication. How do you convey your vision and convince your prospects to buy before construction is complete?

Selling your vision requires creating a credible, convincing brand that appeals both emotionally and rationally to your potential buyers. Through marketing materials, websites, interactive campaigns, strategic property releases, personal tours and sales processes, we help your customers understand the benefits of buying into your vision. At IF marketing & advertising, we specialize in developing, marketing and selling your story.

Through dozens of real estate projects across the country, we’ve developed a keen understanding of markets, demographics, customers and developers. Our practices and processes have been tested in the toughest markets, and we have the numbers to prove their success. From branding and consulting, to websites and advertising, to full-service sales programs, CRM and lead management, we generate demand and convert leads into sales. But perhaps the most important service we provide for developers is the freedom to focus on development — we concentrate on sales and marketing so you can focus on what you do best.

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Our Services Creativity, Strategy & Accountability Successfully marketing real estate projects takes three essential qualities: creativity, strategy and accountability. The first is fairly obvious: creativity is an important factor in the development of memorable brands, materials and messaging, as well as the design of homes, amenities and the community plan. But creative work can only succeed when it reaches the right people at the right time, and that is accomplished through effective branding and marketing strategy.

Lastly, and perhaps most importantly, it takes accountability. Through detailed tracking and metrics, regular progress and pipeline reports, and complete visibility into our marketing plans, IF remains accountable to our real estate development clients.

Through extensive experience in all aspects of creating and selling real estate developments, we have developed a customizable branding and marketing program that is specifically designed for the unique challenges of this ever-changing industry. These programs integrate a number of traditional in-house agency services with innovative online and electronic marketing strategies to build a strong presence in your market and increase sales absorption throughout the life of your project. When you enlist the IF team, your project will benefit from an array of services and capabilities, which include: • Brand Development & Revitalization • Sales Kits & Collateral • Web Design & Programming

• E-mail Marketing • Sales Programs & Staffing • Sales Office Design & Materials

• Lead Generation & Awareness

• Customer Relationship Management (IF CRM)

• Advertising Campaigns & Media Placement

• Integrated Landing Pages & Database Management

• Direct Mail Campaigns

• Tracking Metrics & Pipeline Reporting

• Search Engine Marketing (IF SEO)

• Marketing Plans & Performance Measurement

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Medical Center Our Services Strategic Consulting & Market Research Every brand development project we take on begins with in-depth research and analysis. Through interviews, phone calls, market analysis and good old-fashioned reading, we immerse ourselves in the geographical, ecological, economic and social environments of your project. We return with a comprehensive understanding of the unique qualities and demands of your buyers and your development.

This research includes a close examination of potential competitors, market trends, natural qualities and target audience, with specific focus on how these elements affect

service Spotlight In fall 2008, Koloa Landing at Poipu Beach enlisted IF to create an email campaign to increase awareness and drive fresh leads for their luxury resort and residences on one of Kauai’s most famous beaches. The developers had already exhausted their “friends & family” list, and their existing marketing programs were averaging around 20 leads per month.

development and sales throughout the life of the project.

Over the course of our work with projects of all sizes, in countless locations and for a range of buyers, we’ve gained significant insight into what drives successful real estate development. Through analysis of our past experiences, tracking and metrics, sales reports and discussions with industry professionals from around the world, our team possesses a unique ability to guide projects to success.

Armed with this knowledge, we help our clients assess all aspects of their developments, from effective messaging and designs, to amenities and architecture, to pricing and expected sales absorption. Whether a comprehensive brand development or knowledgeable guidance on a project-by-project basis, our consulting services are backed by quantifiable data and proven results.

We sent three emails over a 6 week period: one to their list of prospects, one to ours and one promoting a special event for high-end buyers in the Napa Valley. When the dust finally settled, we generated more than 350 leads during one of the toughest markets in recent history for a luxury home product starting in the $900s. Replies and information requests poured in, the callback list quickly filled with fresh prospects, and the newly energized sales team went to work converting leads to sales.

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Medical Center Our Services Sales Programs One of the biggest challenges that new real estate developments face is recruiting and managing a qualified sales staff. High-rise projects, golf and waterfront communities, and other high-end developments each require different sales processes and techniques.

Different types of buyers are attracted, committed and ultimately converted to purchase through very different approaches. Experienced staff and proven sales processes can increase your sales absorption and ensure your project’s success.

IF marketing & advertising can provide a complete, custom sales program for your development, including sales staff recruitment and training, reservation programs and lot release schedules, and even sales center design and event organization. With experience in generating leads and driving sales for real estate developments of all sizes, for a range of buyers, we can ensure your sales team has the tools they need to succeed.

service spotlight “A qualified and experienced sales team can mean the difference between success and failure for your development.

As markets get more competitive and buyers grow more cautious, your sales team will become one of your most valuable differentiators. Sure, it takes a great product and great marketing to drive prospects to your development, but it takes a great sales team to convert those prospects into buyers.

Our sales training is based on hundreds of successful projects, thousands of sales and countless customer interactions all over the country. We’ve developed techniques that increase demand and create a sense of urgency to drive reservations and sales.

With our sales teams, you get experienced professionals whose attention is 100% focused on your property and its unique selling features.”

Jeff Novak CEO, IF marketing & advertising

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Medical Center Our Services IF CRM One of the key components in our ability to maximize your property sales is IF CRM (Customer Relationship Management). Our proprietary CRM program has been custom created and designed to meet the unique challenges of real estate sales. IF CRM is a web-based solution that provides our clients’ sales and marketing teams complete management of all customer contact, sales progress and campaign metrics. The program can also be fully customized and scaled to meet the needs of any development or sales team, no matter how large or small.

Throughout the sales process, your team will have the ability to organize all leads, set reminders, track results of follow-ups and generate real-time metrics on lead management and program performance. This critical information enables IF to continually optimize campaigns by market response and allows you to hold sales teams accountable for their performance. With these reports, we can calculate cost-per-lead, leads-per-placement, target market location and demographics, even make strategic

Service spotlight The Peninsula on the Indian River Bay implemented IF CRM to simplify their contact management and email marketing campaigns. In less than two weeks, IF converted their existing contacts and sales information, with no loss of data, and trained a team of more than 20 agents, front desk personnel, settlement department staff and managers. Today, the staff uses IF CRM for all of their lead management, contact information and e-campaign activities, including:

• Tracking email campaign deliveries, open rates and click-throughs

• Push-button reports for new accounts, lead source tracking, sales activities and buyer demographics

decisions on new lot releases or development projects.

• Sales team performance including

CRM tool user stats, agent phone call information, tracking notes, and sales activity details

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Medical Center Our Services IF SEO In today’s marketplace, the internet possesses an ability to launch a property’s popularity and success unlike any other medium. Unfortunately success on the internet takes more than a creative name or beautiful design. As more people use Google to find your website, the strength of your website and its ability to convert page visits into information requests and leads will prove vital to your success.

Service spotlight When Iowa’s largest homebuilder, Regency Homes signed on for IF SEO, their website converted less than 1% of all visitors into inquiring leads and their internet marketing costs sat at more than $1,000 per lead. Our solution to their website woes included:

• Website analysis: where visitors came

from, which pages kept them there and which ones failed

With IF SEO (Search Engine Optimization), search engines like Google, Yahoo and MSN become effective partners in your online marketing efforts. They allow your customers to validate your site and increase your strength in their rankings. More than a simple billboard or ad, your

• Homebuyer demographics study: finding

site becomes an active member of your sales team.

• Targeted banner ads and landing pages:

Our proactive SEO services include website maintenance, linking campaigns and regular content updates. We actively work to maintain and improve your web presence on a monthly basis—increasing your online visibility, strengthening your messaging and delivering regular, quality leads from all major search engines. And best of all, it’s completely trackable and allows for detailed accountability and reporting on all of our activities.

where potential customers lived, how they behaved online and where they spent their time on the internet

targeting the sites potential buyers frequented, creative ads and integrated landing pages allowed prospects to click through and sign up for more information

• Pay-per-click campaigns: selecting

important keywords for Iowa’s real estate market, IF engineers managed Google Adwords campaigns on a daily basis to maximize efficiency and success

The results?

In a matter of months, IF SEO had • Increased traffic from 2,259 periodic visits to 7,066 periodic visits

• Increased conversion rate (inquiries) from 0.22% to 2.56%

• Decreased Regency’s costs from $1,198.99 to $100.94 per lead!

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Our work Strategy & Creativity Drive, Lead & Capture In any branding or advertising situation, there is no such thing as the one single right answer.

Two clients in the same industry with the same goals may find success using two very different strategies. That’s why each of our programs and all of our services can be modified and scaled to best meet the needs of our clients.

Experience in the market can get us a long way, but it’s the knowledge of each client’s unique needs and goals that allows us to create a plan that truly delivers. So instead of presenting a definitive list of “must haves” and “best practices” based on assumptions about your business, we find it much more beneficial at this time to share a few of our clients’ stories and how we helped them to achieve their goals.

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case study #1

the golf club at briar’s creek The Golf Club at Briar’s Creek had already proven itself among the Top 100 courses in America (in both Golf Digest and Golf Magazine), but they enlisted IF marketing & advertising to boost the club’s release of estate homesites. Overshadowed by the established brand popularity of nearby Kiawah Island, we determined what Briar’s Creek needed most was to create awareness for their location on neighboring Johns Island, with superior residential offerings and truly private golf. Through a modest rebranding effort and a series of print, interactive and direct marketing campaigns, IF quickly picked up the reins and successfully launched the next stage in the evolution of this extraordinary golf retreat.

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Brand Enhancement & Awareness With the dominance of Kiawah Island’s brand in the South Carolina market, we needed to boost awareness and value for the unique offering of private golf and estates at Briar’s Creek. We began by overhauling the club’s brand identity, adding weight to the exclusivity and privacy offered by their limited membership. We crafted new messaging, including the tagline: “300 members. 0 tee times. One unforgettable lifestyle,” drawing a distinct line between the popular Kiawah Island resort developments and the truly private retreat available at Briar’s Creek.

REINTRODUCING BRIAR’S CREEK

By adjusting the existing brand and overhauling the corporate messaging, we began to reposition Briar’s Creek as the finest, most exclusive golf and residential opportunity in the Charleston area.

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Website & Collateral As with most of our branding projects, the next major step in validating the new Briar’s Creek brand was to begin crafting their website and vision brochure. Since the property’s key market demographic includes busy professionals and executives, the website needed to quickly convey the property’s stunning imagery and extremely limited membership, while providing more in-depth information for those with time to investigate further. More than anything, the design and messaging also needed to validate the level of luxury and justify the price point for the estates. The signature brochure allowed for more detailed information and subtle design elements that truly embodied the refined luxury of the Briar’s Creek lifestyle.

BRIARSCREEK.com

The new Briar’s Creek website utilizes stunning photography of the golf course, homes and amenities to convey the beauty of the property, while refined messaging and design elements create an interactive experience of life at Briar’s Creek for prospects before they visit.

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THE SIGNATURE BROCHURE

The Briar’s Creek signature brochure features an elegant 30-page layout, worthy of a place on any prospect’s coffee table. Filled with generous photography and in-depth information, this brochure establishes the club as truly worldclass golf and real estate offering.

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Demand Generation & Awareness With the new brand image and marketing materials established, we set out to generate awareness among the club’s key demographic: wealthy golf aficionados in Charleston, Kiawah Island and major markets in the Northeast. Through targeted ad placements in national and regional publications, direct mail campaigns to specific demographics and neighborhoods, and email campaigns sent to specific lists of pre-qualified buyers, we began to stake out the club’s position in the competitive market for golf communities in South Carolina.

DIRECT MAIL CAMPAIGNS

A series of direct mail campaigns were targeted at specific demographics and areas where prospective buyers were most likely to be found.

Carefully managed databases and lists enable these campaigns to reach the elusive audience of high-net-worth individuals.

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Driven by the target demographic’s predilection for fine collections—from art, to jewelry to golf memberships—our first campaign connects a membership at Briar’s Creek with other extremely limited, but very recognizable, collectibles. Placements included national golf publications, local culture and lifestyle magazines, and target publications like The Robb Report and Cigar Aficionado.

S

Select Collectibles Campaign

elect

C O L L E C T I B L E S

BRIAR‘S CREEK

a collector’s dream

The Golf Club at Briar's Creek features a very limited collection of the finest estate homesites in the Charleston

area. Minutes from Kiawah Island beaches, just a select

number of families will enjoy access to the time-treasured private club lifestyle available at Briar's Creek. At its heart, an award-winning Rees Jones golf course and at its soul, a Lowcountry family retreat complete with boating, fishing, hike & bike trails and a soon to be completed clubhouse.

Briar's Creek. A collectible you and your family will appreciate for generations.

EQUAL HOUSING OPPORTUNITY

Johns

Island,

South

Carolina

•

877.718.4962

•

www.briarscreek.com/max

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follow-up campaigns

Following the Select Collectibles campaign, a new series of advertisements began to solidify the club’s position as a retreat for truly discerning golfers. Combining stunning photography of the club and course with short messaging, these campaigns targeted busy, high-level executives seeking a different kind of club.

Stand apart

BRIAR‘S C REEK

one unforgettable lifestyle 300 members • 0 tee times

GolfDigest Certified Signature Sanctuary

TOP 100

GolfDigest TOP 100

GOLF TOP 100

Johns Island, South Carolina • Homesites from the 500s 800.986.0965 • www.briarscreek.com/links

EQUAL HOUSING OPPORTUNITY

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billboards for a luxury golf community?

While it may seem like a questionable connection, these billboards generated a much-needed local awareness for Briar’s Creek in the Charleston area. Strategic placements between the airport and downtown Charleston reached tourists and business travelers who shared an affinity for the area.

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Email Campaigns & Landing Pages

Like direct mail, email campaigns were deployed to a carefully managed list of contacts with high household incomes, an affinity for exclusive golf and located in geographic areas most likely to visit Charleston. The landing pages allow for instant information requests and feedback for respondents, while providing buyer profiles and immediate database integration for Briar’s Creek.

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Real Estate Sales Through the strategic release of each phase in the development, we were able to control the number and location of available homesites, creating a sense of urgency to maintain a consistent demand for the product. In addition to the limited availability, membership and club incentives also allow us to create an urgency to purchase without devaluing the homesites themselves. Throughout these releases, private tours of the course and community were available for qualified buyers, allowing the Briar’s Creek sales team to afford prospects a preview of the exclusive Briar’s Creek lifestyle.

Full-Service Sales Program

In addition to sales team management, our sales program includes the organization of Discovery Visits and special onsite events.

These personal visits and tours proved to be one of our most effective demand generation tools with 90% of prospects who toured ultimately purchasing at Briar’s Creek.

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IF CRM The sales staff and management at Briar’s Creek use IF CRM to track demand generation campaigns and manage all customer contacts and interaction. IF CRM’s flexibility allows the sales team to completely customize its features to best serve their sales and tracking needs, publishing weekly reports that include the lead source, lead qualification, hot/cold prospects and new contacts from phone calls and information requests at the push of a button. Internally, we use the reporting features to track the overall success of each campaign and provide a specific cost-per-lead for all of our work with Briar’s Creek.

IF CRM Dashboard

The IF CRM Dashboard offers a comprehensive view of all sales, marketing and development activities at Briar’s Creek.

Custom reports can provide more in-depth information on open rates, cost-per-lead, leads-per-placement or any other tracking function—literally at the push of a button.

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Results Through our rebranding and lead generation programs, we increased overall awareness of Briar’s Creek along the Eastern Seaboard and throughout the golf world, averaging more than 100 qualified leads per month. This awareness led to greater demand for the limited releases of estates, increasing the average sales price of properties from $300,000 to $500,000 in just 18 months. In that time, we sold more than 30 multi-acre estates in this exclusive development, generating an excess of $15 million in revenue. Through careful tracking and custom reports, we were able to measure each campaign’s performance down to the penny, enabling us to make informed decisions on all sales and marketing efforts throughout the process, all the while providing unprecedented accountability to the Briar’s Creek management team.

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case study #2

Cascadas de Manzanillo Set in the lush hills overlooking Santiago Bay and the Pacific Ocean, Cascadas de Manzanillo is a 530-acre private community in one of Mexico’s emerging secondhome markets. While the developers focused on planning and design, IF marketing & advertising was tasked with refining their brand identity, awareness and demand generation, as well as placing our team in charge of their sales program. Through more sophisticated messaging, imagery and specifically targeted marketing, we quickly took on the challenge of establishing Cascadas de Manzanillo as one of Mexico’s premier new communities.

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reBranding Our first task was to craft a new brand identity that embodied the lifestyle of Manzanillo and boosted confidence in the prospect of purchasing a home in Mexico. Through a refined logo design and key messaging, we created a brand story that conveyed the exceptional location and amenities of the community, the proven experience of the design and development teams, and the unique atmosphere of Manzanillo. An important phase of this process was also to help brand Manzanillo itself, increasing awareness of the town’s spectacular setting, old-time charm and incredible safety. In addition to our traditional marketing collateral, we also implemented a bilingual marketing plan that includes English and Spanish websites, collateral and sales materials.

Developing a New Story

The initial element of the new brand for Cascadas de Manzanillo was the logo redesign, but the full effort involved crafting a complete visual and verbal identity for the community, the city and the lifestyle that defined this spectacular opportunity.

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Medical Center VivaCascadas.com

The website is a central part of the new story of life at Cascadas de Manzanillo. Detailed information about the development, the city of Manzanillo and the ability to purchase property in Mexico are designed to help American buyers feel comfortable about investing in real estate outside the US.

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vision brochure

The vision brochure was designed to add credibility and weight to the Cascadas de Manzanillo brand. With beautiful photography, information on flights and travel, as well as detailed property maps and floor plans, prospects gain a full understanding of the value and promise of their investment.

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Lead Generation - SEO & E-Campaigns To generate awareness and demand for Cascadas de Manzanillo, we concentrated our efforts on interactive campaigns and online advertising. We began by creating the community’s website, which was designed to be visually and emotionally appealing, as well as optimized for maximum search engine compatibility. Through our ongoing Search Engine Optimization (IF SEO) efforts, VivaCascadas.com quickly moved up the ranks in search listings in the highly competitive market for luxury real estate in Mexico. As our organic SEO practices continued to pay off, we also launched a series of interactive email campaigns, targeted at locations and demographics most likely to have an interest in purchasing a second home in Mexico. A key consideration in this strategy was to target cities that offered direct flight access to Manzanillo Airport.

establishing an online presence

A series of email campaigns targeted existing contacts, key demographics, as well as realtors whose clients may have an interest in resort property. Each linked to custom landing pages with forms to request more information, schedule a sales call or make a reservation for a Discovery Visit to the property.

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Discovery Visits As part of our sales program, we helped Cascadas de Manzanillo host Discovery Visits, providing lodging and activities that allowed qualified buyers to visit Manzanillo, tour the property and experience a preview of owning a second home in the community—at a fraction of the cost of a typical vacation. Our programs strike a delicate balance between driving sales and allowing prospects to enjoy their time in Mexico, and our in-depth sales training and consulting created a program that excelled. Visits were regularly planned around new property launches, local festivals or specific events and attractions for target demographics.

Discovering Manzanillo

Discovery Visits are a great opportunity for the sales teams to give prospects a preview of the lifestyle at Cascadas de Manzanillo. More than a property tour or sales event, Discovery Visits include casual sales opportunities, special events and plenty of freedom for prospects to sell themselves on the location.

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IF CRM Through the IF CRM, the Cascadas de Manzanillo sales team manages all of their customer communications from any location. Whether they are on site in Manzanillo or traveling in the US, the web-based program allows them to access all of their contacts, follow-up calls, reports and metrics. The developers use these capabilities to track marketing spending and ROI, sales team activities and progress, as well as to anticipate the best times to schedule property visits or release new products.

Managing the Sales Process

Each client tailors their IF CRM to provide specific features and information on their development. Real-time information on campaign performance, sales activities and prospect status can be communicated visually or numerically, and exported in whatever format is most convenient.

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Result Since taking over as agency of record, we have led the sales of over 80 homesites and increased the average sales price from $80,000 to $275,000. Thanks to our ongoing SEO and website optimization, VivaCascadas.com is firmly established in the web search listings for major terms and keywords. In early 2008, the website and interactive campaigns generated more than 300 leads for 3 consecutive months. To date, more than 100 prospective buyers have booked Discovery Visits with our sales team, continuing to drive demand, awareness and sales in this incredible community.

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case study #3

galingayle

Located on Lake Oconee just an hour east of Atlanta, Georgia, the developers of Galingayle approached us with the difficult task of creating a brand—literally from the ground up—that would stand out in the highly competitive market for secondhome communities in the popular lake country of the Southeast. As the developers continued to finalize the details of the community’s exceptional waterfront club and equestrian amenities, we set out to create an identity and a story that would resonate with buyers in the crowded and busy metropolis.

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Branding Before we created the name or the logo, our first task was to define the target buyers and stake out a claim in territory they would find appealing. Through a comprehensive brand charrette and research process, we compiled a detailed look at the project’s geographic, economic and social setting in a document we call the Brand Distillation. Armed with this information, we began developing their position within the market. What was originally considered a competitive factor quickly emerged as one of our strongest potential allies: the popular and luxurious golf resorts already located on the lake. These resorts created a name for Lake Oconee as the premier getaway destination in the region, while catering specifically to wealthy golf aficionados and their families. Our strategy for Galingayle leveraged the lake’s equity in this market, while appealing to a more family-friendly, easily accessible and active lake club mentality.

creating a personality

Each detail of the Galingayle brand is designed to convey the community’s personality. Warm colors and subtle graphic elements help communicate the relaxed, family-friendly atmosphere of the lakefront location. Heavy stock and rich textures add authority to their communications and convey the more elegant side of life at Galingayle.

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market research As we worked to develop the Galingayle brand, we launched a series of preliminary surveys to gather information specific to the Atlanta/Madison vacation home market. We sent this interactive questionnaire to area realtors and brokers, who provided important feedback on their buyers’ interests in specific lake and equestrian amenities, as well as the market perception of the location’s investment opportunities. With a number of realtors already interested and a considerable list of potential customers, we launched a follow-up campaign inviting prospects to visit the Sales & Information Center in Madison, tour the property and reserve a place in Galingayle’s Founder Program.

Realtor Survey Email

This survey targeted registered real estate agents and brokers in the Atlanta metropolitan area, with questions designed to gauge the attractiveness of the location, the appeal of specific amenities and features among their clients, and the intended use (vacation, retirement, rental, etc.) of second home purchases in the region. A secondary goal was to gain broker cooperation and foster early interest in the product by providing exclusive pre-development information to real estate professionals.

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Marketing Vehicles & Collateral With the Galingayle brand story coming together, we went to work defining the community’s place within the market with a focus on key differentiators: the convenience of the location (compared to competing developments on the lake), the lake’s constant-level waterfront (compared to other lakes suffering from severe drought) and the unique lifestyle of active lake club and equestrian living. Through the community website, marketing collateral and off-site sales office, we quickly established a presence for the community before the developers ever broke ground.

Galingayle.com

The Galingayle website offers prospects a chance to experience the club’s lifestyle and community atmosphere from any location, at any time. Brand elements convey a warm, lake lodge atmosphere, while a contemporary design and layout convey the community’s divergence from the traditional established developments on Lake Oconee.

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Property Sales Slicks & Folder The custom sales sheets and folder are very effective as a preliminary sales tool. Each sheet provides specific sales information, such as community features, location map, master plan, amenities and frequently asked questions. Since each is individually designed and printed, they can easily be expanded, edited or removed as the development evolves.

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Medical Center Introducing Galingayle

This campaign served as the Atlanta market’s formal introduction to Galingayle. Designed to accommodate single page or double spreads, this concept underscores the most important differentiators for the target audience: the property’s proximity to Atlanta and familyfriendly lake club offering. The messaging introduces the amenities and homesites, directs prospects to the website to sign up for development updates.

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Medical Center Outdoor Signage

These advertisements were designed for strategic placement along the main route from Atlanta to Madison, taking advantage of travelers’ affinity for the area. Messaging focuses on the availability and price of Galingayle’s waterfront homesites, as a differentiator from other developments in the area.

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Interactive Marketing

As most buyers in Galingayle’s market demographic are technologically savvy, interactive marketing and email campaigns play a key role in our demand generation plan. Email campaigns and online banner ads placed on carefully selected websites each link to integrated landing pages where prospects can “opt-in� to learn the newest developments at Galingayle and sign up to receive a brochure or schedule a Discovery Visit.

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Sales Program The Galingayle Sales & Information Center allows prospective buyers to experience the community’s architectural style and atmosphere before construction ever begins at the property. Located just 15 minutes from the property in downtown Madison, the sales center also illustrates Galingayle’s convenient proximity to one of Georgia’s most popular destinations for shopping, dining and historic attractions. At the sales office, prospects can also learn more about the Founding Members program, a very limited initial release of waterfront, cottage and equestrian homesites that allow a select number of families to become the first members of the Galingayle community. Limited opportunity programs like this help to create a sense of urgency, driving interest and demand for the product, as well as providing developers with an early boost in sales revenue.

Galingayle Sales & Information Center

Just 15 minutes from the property, the sales office is located in one of Georgia’s most popular destinations for antiques and arts shopping, and it’s one of the major attractions for all real estate developments on Lake Oconee. Located in the heart of downtown Madison, the location serves to reinforce the benefit of owning at Galingayle and being “neighbors” with this historic town.

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Results Our initial email questionnaire revealed an incredible interest in the community’s location as well as the unique offering of lake club and equestrian amenities. With a series of email campaigns targeting potential customers in the Atlanta and Madison areas, we generated 1000 qualified leads in the first three months of pre-development marketing. As a result, the sales team sold 70% of the available reservations in the Founder Program. The success of these initial marketing efforts led the developers to move up their reservation and release schedule, which continues to meet and exceed sales goals in one of the country’s most competitive real estate markets during one of the most uncertain economic periods since the 1980s.

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Other real estates Clients Full Service Active Engagements Bay Creek Resort & Club – Chesapeake Bay, Virginia Briar’s Creek – Johns Island, South Carolina Buffington Signature Homes – Austin, Texas Galingayle – Lake Oconee, Georgia

Project & Recurring Service Engagements Pacesetter Homes – Austin, Texas Russell Eppright Homes – Austin, Texas Harrington Custom Homes – Austin, Texas DHI Mortgage – Austin, Texas (Corp. Headquarters) Cascadas de Manzanillo – Manzanillo, Mexico Katz Builders – Austin, Texas Austin Custom Homes – Lake Whitney, Texas Fite, Shavell & Associates – Palm Beach, Florida Jeff Watson Homes – Austin, Texas Victoria National Golf Club & Residences – Newburgh, Indiana Eix & Blackwell Custom Homes – Austin, Texas Brohn Homes – Austin, Texas Stokes Land Development Group – Jacksonville, Florida Powell Custom Homes – Austin, Texas

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Medical Center Other real estates Clients Notable Past Real Estate Clients Cimarron Hills – Georgetown, Texas D.R. Horton – Austin, Texas Jimmy Jacobs Custom Homes – Georgetown, Texas Falcon Point Ranch – Seadrift, Texas River Place on Lake Austin – Austin, Texas CK Ranch – Horseshoe Bay, Texas Cielo Falls – Boone, North Carolina MetrosceneTV – Chicago, Illinois Promontory Club – Park City, Utah Anthology – Parker City, Colorado Echo Harbour – Richmond, Virginia Chateau D’ Loire – Coeur D’Alene, Idaho Regency Homes – Des Moines, Iowa Pivotal Group – Phoenix, Arizona

See our full client list at www.yourIFteam.com

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About US Our Story IF marketing & advertising began in 2002 when two former NFL teammates reunited as specialguest judges at a barbecue cook-off in Georgetown, TX. Neither remembers who took first prize for the barbecue, but what Will Furrer and Jeff Novak do remember is that their decision to start a business together was the start of something big. Soon, they recruited three other members to the team: talented CRM specialist, Robert Cowes; a leading programmer, Rik Copley; and another former teammate, Tony Boselli.

What emerged from their vision was a new kind of company—one that was not only innovative and creative, but one that remained accountable to its clients in both good times and bad. Today, our team includes a diverse group of passionate specialists, each committed to the vision and promise that began with our founders. It’s a promise that has attracted industry leaders in real estate, healthcare and retail, and a vision that guides IF marketing & advertising in its growth and its future.

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contact us Your IF team Despite our position as the Austin area’s Fastest Growing Agency, we still focus on conversations rather than “pitches,” and we remain steadfast in our commitment to customer service and accountability. From start to finish, from brand to market, our team has developed the right mix of marketing, advertising and sales expertise to make your project a success.

Now that you’ve had an introduction to the philosophies, the processes and the projects that make it all happen for our clients, find out how we can help achieve your business goals.

IF marketing & advertising 807 Rock Street, Suite 103 Georgetown, TX 78626 (512) 930-5558 www.yourIFteam.com

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