The Polo Club is the second-largest residential country club in Florida, with over 1,700 homes and close to 3,000 members. With over 50 country clubs in Palm Beach County alone, it is in an incredibly competitive environment where clients have many options.
Results
Increased sales by 50%
During the five-year period in which we worked with client, compared to their previous five-year stretch.
Generated between $5-10M in annual sales in each of our five years of work with client
Our Goal
To raise awareness in the northeast (where 80% of new members originated) on the offerings and amenities that The Polo Club had to offer, as well as the advantageous pricing structure it featured.
To generate leads for the Club’s sales team to pursue.
What We Did
Over the span of five years, our marketing agency had the privilege of working closely with a prestigious client in the real estate sector, operating in Florida’s competitive residential community market. With an annual budget averaging $120,000, our partnership aimed to elevate the client’s brand visibility and attract high-value prospects, particularly individuals relocating to Florida seeking a premium living experience.
Objective
Our primary objective was to design and execute targeted digital advertising campaigns tailored to capture the attention of affluent individuals aged 55-75 from key regions such as North Jersey, New York, NYC suburbs, and Long Island. These campaigns focused on showcasing the allure of Florida living, with a specific emphasis on amenities such as golf, tennis, and fine dining, which resonated with our target demographic. Moreover, leveraging IP targeting and geofencing technology, we sought to capitalize on the recent influx of new members from select country clubs in the northeast, recognizing the pivotal role personal connections play in the decision-making process of homebuyers.
Strategy
Our strategy encompassed a multi-faceted approach combining demographic targeting, technological precision, and lead-generation tactics to maximize engagement and conversions. We meticulously curated digital ad campaigns across various platforms, including Facebook, to reach our desired audience segments. These campaigns were designed to evoke the aspirational lifestyle associated with our client’s residential communities, compelling prospects to envision themselves as part of an exclusive enclave in Florida.
Execution
Harnessing the power of Facebook’s robust targeting capabilities, we crafted compelling ad creatives tailored to resonate with affluent individuals exhibiting interests in golf, tennis, fine dining, and relocation to Florida. Through precise demographic targeting, we ensured that our messaging reached individuals within the desired age bracket and geographic regions. Additionally, we employed IP targeting and geofencing technology to establish a personalized connection with prospects, targeting country clubs where the client had recently welcomed new members.
Outcome
The lead-generation campaign deployed on Facebook proved to be particularly impactful, generating a steady stream of high-quality leads directly forwarded to the client’s marketing director for personalized follow-up and conversion. Over the course of our partnership, we witnessed a notable increase in inquiries and interest from prospective buyers, indicative of the resonance our marketing efforts had within the target market. Furthermore, the strategic utilization of IP targeting and geofencing technology enabled our client to leverage existing personal connections, thereby enhancing the effectiveness of their sales outreach efforts.
Conclusion
Through our collaborative efforts spanning five years, our agency successfully positioned our client as a premier destination for discerning individuals seeking luxury living in Florida. By leveraging digital advertising, demographic targeting, and innovative technologies, we not only amplified brand visibility but also fostered meaningful connections with prospects, driving sustained growth and success for our client in a competitive market landscape. As we look towards the future, our commitment remains steadfast in delivering strategic marketing solutions that continue to elevate our client’s brand and drive tangible results.
