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Real
Estate eMarketing Case Study |
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Chandler
Point's Marcus Beach Shared Cottage Ownership Development
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Project
Description: In early 2006, Chandler Point Corp. sought itracMEDIA's services with the marketing and launch of Chandler Point's new Marcus Beach project, a fractional luxury cottage ownership project in Haliburton, Ontario.
Background:
In the summer of 2004, itracMEDIA had run several e-marketing campaigns for other Chandler Point and Tory's Landing projects. Based on the success and metrics of those campaigns, Chandler Point was now seeking to expand the eMarketing side of the Marcus Beach launch to further accelerate sales.
Our
Solution:
Search Marketing + Email Marketing + Analytics = Accelerated Sales |
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Multiple
itrac search engine marketing campaigns were set
up for the Marcus Beach project. We developed a keyword
matrix of several thousand keywords, and keyword combinations,
to ensure maximum exposure one popular search engines.
Every potential prospect, researching cottages, or looking
for a cottage, or fractional vacation property in Ontario,
would be presented with the Marcus Beach project.
itrac's
EMS (email marketing system) was employed on the
Marcus Beach campaign to distribute Marcus Beach branded
html emails to prospects, and existing owners on a timely
basis. Email was used to distribute and track welcome
emails, grand opening invites, registrations, and other
relevant news items, on a timely basis. itrac email
reporting was distributed to sales force to gage interest
level and attendance during the crucial grand opening
phase of the launch.
The
Marcus Beach web site was configured with itrac analytics.
This package allows us to incrementally
increase the effectiveness of the campaign on an ongoing
basis. By continually reviewing traffic and conversion
patterns on the Marcus Beach web site, this process
ensures we are maximizing conversions and lead generation
on a daily basis from all lead sources. |
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Results:
itrac's eCampaigns have been a tremendous success for Marcus Beach.
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Sales have been well ahead of plan for the project, with a high percentage of sales centre exit surveys indicating that the project was found via search engines. |
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itrac analytics demonstrate a 100%-200% lift of web traffic directly attributable to the search campaigns we have been running for the project. |
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Email response rates have been in excess of 10%, with exceptionally high click-through and open rates – up to 25% and 65% respectively on some campaigns. |
Overall, Chandler Point has been very impressed. itracMEDIA is currently discussing future projects with Marcus Beach. |
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