City Plaza is a luxury condominium development located in Sugarland,
Texas, on the outskirts of Houston. The surrounding neighborhood is a
unique blend of designer stores, gourmet restaurants, art galleries and trendy cafes—an eclectic, diverse and vibrant downtown center. City Plaza units initially sold with moderate success; however, sales began to stall after a few months. Ideawörks was hired to revitalize the brand and generate sales leads for the remaining units. It was determined that the existing sales materials were not attracting and capturing the core target audience. In addition, the Web site was nearly impossible to find online and had no lead-generating or tracking features.
Ideawörks created a research-based plan and a new brand and sales materials to effectively appeal to the right audience and create a sense of urgency. We re-designed the website with search-engine rich features and lead-generating and tracking functions. In conjunction with the sales and development teams, we developed new tactics to reach real estate agents and brokers with e-blasts and events aimed at driving the right traffic to the doors. Signage, stationery, floor plans, etc., were all re-designed. Finally, we helped build a database of interested buyers and leads tracking so that the results of each ad, tactic and event could be easily measured.
Within seven months, all of City Plaza’s remaining condominiums were sold to new buyers, and we converted the sales website into an HOA site for the new homeowners.
Wow!! City Plaza is almost sold out! We had 40 units on September 1, which is when the Ideawörks marketing hit the ground. That totals about $7.8 million in sales. WE ARE HAPPY!
—Linda Geiss, Director of Operations, Equity Resources LLC
1110 N Palafox St.
Pensacola, Florida 32501
850.434.9095
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