Always-on campaigns enable island real estate company to “weather the storm” through two potentially devastating hurricanes, showing 60% increase in traffic and 158% increase in leads.
Bald Head Island Limited Real Estate Sales is known for its stunning properties and attracting homebuyers who want to savor life on “island time.” Entering into 2018, the company was looking to increase awareness of the island as an exceptional location to own a second home and looking for unique and targeted opportunities to set the island apart from alternative locations for a second home. They were also looking to drive more leads to the website through targeted digital campaigns, and to nurture marketing leads and increase sales.
The company has two websites: the main Bald Head Island vacation & rentals site, and a dedicated Bald Head Island Real Estate sales site. When analytics showed that many leads were coming in via the real estate site, our client contacted Signal for a site redesign to elevate the real estate to be as inviting and evocative as the main site. Signal edited the site copy, helping to infuse it with the color and charm of the island. Our team redesigned the entire real estate site, including standout photography, graphics and typography – as well as custom interactive features and responsive design.
We had seen great success from Facebook advertising, but in quick one-off campaigns. Having first proven the value of this channel and its potential for driving awareness and top of the funnel leads, we were able to re-allocate budget and make Facebook Ads a part of their ongoing marketing mix. We promoted blog articles, island events and even specific property listings.
As with Facebook Ads, we saw great success from email marketing, but again through one-off campaigns and limited frequency. We conceptualized and implemented two weekly, semi-automated email campaigns to a growing list of marketing leads. These engaging campaigns highlighted new listings, neighborhoods and featured properties, driving leads to schedule an island real estate tour.
Despite the island being hit by potentially devastating hurricanes in 2018 AND in 2019, we saw the following:
- a 60% increase in traffic
- a 158% increase in direct response actions