MR.C RESIDENCES
DATA-DRIVEN DIGITAL MARKETING CASE STUDY
LUXURIOUS MARINA LIVING
One to five-bedroom residences priced from the low $600,000s to over $5M
Mr. C Residences Coconut Grove is a contemporary take on classic European living. It is Old World sophistication and modern comfort infused with the maritime tradition of Coconut Grove, Florida, and the fourth generation of the Cipriani’s family perfectly serviced lifestyle experience.
Created for those who appreciate the fine art of living well, Mr. C Residences Coconut Grove promises an entirely new waterfront residential experience where beauty is found in every detail and simple pleasures create lasting memories.
LIVE FOR THE FINER THINGS — Mr. C Residences
MARKETING CHALLENGE
Target pre-qualified high income individuals with a propensity for luxurious marina living with omni-channel advertising (Social Media, Email, and Web Search) to increase marketing campaign response rates and drive measurable foot traffic and sales at MR.C Residences in Coconut Grove, FL.
GIANT PARTNERS SOLUTION
Direct targeted high income and high net worth individuals who are boating & sailing enthusiasts with the exclusive opportunity to own a luxurious, pre-construction Mr.C Residence in Coconut Grove, Florida.
STEP 1
CUSTOMER DATABASE MODELING
Custom Audience Lists ensure that all direct communications (email), social media advertisements (Facebook, Instagram, Twitter, Linkedin) and web search advertisements (Google, Bing, YouTube) only show to people who are pre-qualified to buy Mr.C Residences. Mobile numbers, personal email addresses, birth dates and zips are needed to match user profiles.
STEP 2
BUYER PERSONA MODELING
Each Mr. C customer persona has a unique buyer journey. Advertisements, promotions, messaging, photography and videos are tailored to appeal to the emotions of each buyer persona.
BOATING ENTHUSIAST
PERSONA
BUSINESS EXECUTIVE
PERSONA
WEALTHY
HOMEOWNER
PERSONA
STEP 3
CONTENT CREATION
All Mr. C communications and advertisements are designed and promoted according to channel specific best practices for maximum impressions and or conversions.
STEP 4
OMNI-CHANNEL TARGETING
Pre-qualified Mr.C Residence buyers are targeted across both personal and work communication channels. Each message builds upon the prior communication and is tailored based on customer lifecycle stage. Both husbands and wives are targeted within households across devices to accelerate purchase decision making.
WORK
CHANNELS
HOME
CHANNELS
STEP 5
CAMPAIGN RESULTS
Each month thousands of new qualified luxury home buyers are systematically added to the marketing campaigns with corresponding omni-channel data targeting. Buyer personas, messaging and campaign advertising schedules are adjusted based on campaign performance.
Each month lead quality and sales totals are reconciled from Mr. C residences team back to source databases for ongoing marketing campaign iterations and improvements.
In the 12 months working with the team, over $50,000,000 in luxury real estate was sold. Fueled by hyper targeted digital advertising across multiple channels.
Lead follow up and connection rate was improved by more than 57% with the implementation of chat integrated with their CRM.
The break down below shows the increase in leads and sales over the 12 month period as well as the source.
Giant Partners has been one of our most trusted and reliable data and marketing providers. But not only that, they also went above and beyond to improve our sales process and contact rates. On top of helping us integrate our systems, their assistance with chat implementation to the sales staff was a game changer.
Terra Group – Mr. C Residences Real Estate Developer
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