R.E.M. was approached and tasked with creating a real estate marketing strategy focused on generating awareness and leads for the Arbutus Montenotte.
Launched in 2020, Arbutus Montenotte is a premium real estate development of 16 elegantly appointed townhouses in Cork City’s most prestigious residential location. Perched on a south-facing hillside site, Arbutus Montenotte makes the most of its defining feature; sweeping, panoramic views over the cityscape. From this vantage point, buyers could enjoy the best of both worlds – an escape from the crowded city streets, with all their amenities still within easy reach.
R.E.M. devised a real estate marketing strategy using an omni channel approach encompassing both digital and traditional tools to reach the target market (an older demographic looking to downsize) with a 360° approach. With a new development there were no creative assets to work with so we created our own suite of photography, videography, drone footage and a virtual tour, all to be used on social media, the brand website, and traditional marketing platforms along with a full in-house graphic design service for traditional print media and on-site signage.
Organic and paid social media were used to generate awareness in the early stages of the campaign. Then moved to lead generation, targeting specific demographic and behavioural characteristics of the custom audience. We designed and managed the brand website to showcase the properties, the surrounding area and amenities focusing on the USP of city living with the luxury of tranquillity and escapism. The website included the functionality of downloading a brochure and making an enquiry.
We secured local and national PR and advertising opportunities in major property supplements, inclusive of liaising with media, copywriting and asset creation to generate further awareness and reinforce the campaign message.
The campaign is ongoing but to date is a major success with 95% of the houses being reserved. The social campaigns were particularly useful in lead generation resulting in 281 leads in 2 months with a reach of 45,000+, 95,000+ impressions and 2,500+ clicks through to the website.
Virtual Tour Video:
No matter what stage your building is in, a well-executed property development includes exceptional strategy from the beginning.
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