Client: Platinum Residential
The Challenge
In 2008, the real estate market opened up new avenues which demanded solutions, particularly the need for effective marketing and strategies for selling resale condominiums, residences, lofts and townhouses to specific target audiences. In response to this need, Platinum Residential Group — PRG — was formed. A high-touch boutique group associated with the Platinum Project Marketing Group and Macdonald Realty, a trusted name in real estate since 1944, PRG’s objective is to meet the market’s evolving needs by assisting clients through the process of selling their properties and/or helping them to find their perfect home. In order to communicate this new service offering, PRG requires a new website and an effective, integrated direct mail and internet marketing strategy.
Target Audience
The target audience is comprised of BC homebuyers and sellers, from first-time homeowners to seasoned real estate investors.
The Solution
A new website was designed for PRG which captures the trust and emotional appeal of their services for real estate buyers and sellers. A direct mail campaign was also created with specific website landing pages to track results and effectiveness, and all the landing pages were controlled through a CMS content management tool.
Results
The website is performing well. The direct mail splash pages that were created to track responses shows that of the 300 direct mail pieces sent, 15 leads have come into PRG, representing an excellent conversion rate of 20%. The client is happy with the site and believes that the website has met its objectives: it had helped rekindle client relationships for PRG and, in the client’s own words, “Its a great platform to build from and a solid foundation. Plus, it has the flexibility to grow with our needs.”
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