When creating a real estate brand strategy, location is often the key. This was certainly true when working on the Lackenroe development.
Currently in development, Lackenroe is a new collection of luxury ‘A’ rated homes, located on the edge of Cork city in the tranquil village of Glounthaune.
Perched on a south-facing hillside, Lackenroe boasts sweeping views of Cork Harbour and the wetlands and moors landscape, which overlook the renowned bird sanctuary of Harpers Wetland.
This development of 3 and 4 bed detached and semi-detached houses and bungalows perfectly combines the serenity of country living with prime connectivity to all major road, rail, air and sea hubs, at the midpoint between Cork city and Midleton.
R.E.M. was approached and tasked with creating a brand strategy for the real estate development, including a brand identity and complimenting communications plan to generate awareness and leads for the development.
After an in-depth research and immersion phase, REM presented a number of brand and visual identities to our client, each rooted in the rich history of Glounthaune and the surrounding areas of the developments site. Following a number of site visits, we identified the Lackenroe bridge as both a visual and local landmark. Incorporating the bridge’s unique design, we created a bespoke logo using the bridge’s outline and overpassing road.
Once the brand identity had been created we progressed with implementing our strategic marketing plan, which includes a 360º approach using digital, traditional, paid and organic media.
A major facet of this plan was designing a website which would serve as a primary touchpoint for the target market. For this, we provided high-quality media and copywriting to create an impressive website to showcase the brand identity.
To further portray the brand, we designed brochures complete with imagery and copywriting, and hoarding to depict the brand on site. We rounded off our 360º marketing strategy with Google Ads, built on strong keyword research and paid targeted social media campaigns that ran on Facebook & Instagram, generating substantial brand awareness and leads.
This is currently a live project, but to date, our work on this project has proven highly successful, with Phase One of the development selling out before construction commenced. We have also generated a considerable amount of awareness and leads for the development.
No matter what stage your building is in, a well-executed property development includes exceptional strategy from the beginning.
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