$10 million in sales in 10 days caps unprecedented $20-million July for Marina Palms Yacht Club & Residences
A not uncommon occurrence in the real estate sales cycle is that luxury condo developers can find themselves towards the latter half of the cycle with unsold higher-priced units. This was the situation faced in late spring by developers of Marina Palms Yacht Club & Residences, a tremendously successful, two-tower, 234-unit project with 112-slip marina in North Miami Beach.
With the North Tower sold out, sales at the South Tower were progressing steadily. But in the weekly marketing meetings at Marina Palms, the LGD team observed that the higher priced residences weren’t selling as rapidly as the sales team and developers desired.
These ultra-luxurious, 2,600-square-foot “10 Line” residences on the South Tower’s southeast corner offer the most spacious floor plans and unsurpassed views of the Intracoastal and the Atlantic, making them the very best residences in the building.
LGD Offers The Perfect Solution
Miami’s leading luxury real estate marketing agency for the past 20 years, LGD has crafted dozens of high-end brands, helping to successfully sell out luxury projects around the globe. As the creator of the Marina Palms’ brand, LGD saw an opportunity to stimulate sales for the “10 Line” by creating a new and vibrant direction for these residences, and rebranding them as “The Perfect 10.”
“One of the many strategic services we provide our clients is to be mindful of the balance of inventory in order to identify any ‘red flags’ on floor plan lines where sales my be lagging,” says Len Dugow, LGD’s founder and chief creative officer. “Being proactive can alleviate trouble down the road for our clients by creating a program for such circumstances.”
A Campaign Comes To Life
LGD essentially launched a “brand within a brand” campaign, one that was infused with the existing Marina Palms brand LGD had already created but with a more sophisticated look and feel. “We came up with a memorable name, created a unique URL, worked with the multi-talented interior designer Steven G., who enhanced the floor plan, then developed an entire campaign around it,” says Dugow.
The focus of “The Perfect 10” campaign is the truly unique customizable FlexSpace that can be configured as a home office, den/media room, walk-in closet, service area or room for guests.
In both traditional and digital media, the campaign reached out to the world’s most successful real estate brokers, arming them with comprehensive, language-specific marketing tools to share with discerning offshore and domestic buyers. Multi-language brochures and a campaign-specific website were complemented by an informative video and an email marketing campaign.
Increased Traffic And Sales
The results? Website traffic to MarinaPalms.com increased 17% in the campaign’s first month, with international traffic jumping an average 30%. In the span of 10 days this past July, $10 million worth of “Perfect 10” residences were sold, and the development logged an astounding $20 million in sales for the entire month.
LGD’s “The Perfect 10” campaign included:
Website & Landing Page
Oversized Direct Mail Campaign
New Printed Floor Plan Collateral
Sales Center Displays
Multilingual Social Media Campaigns
Digital Banner Advertisements
“LGD’s campaign scored a perfect 10.”
– Michael Internoscia, Director of Sales at Marina Palms
Understanding Your Client’s Business
“Marketing luxury real estate isn’t just about creating ads and brochures from renderings — you have to truly understand the business and its sales cycles,” says Dugow. “‘The Perfect 10′ campaign worked precisely as we intended. It not only drove sales for Marina Palms’ ’10 Line’ residences, it helped elevate the market’s perception of the entire project.”
Marina Palms’ Director of Sales, Michael Internoscia, is impressed with Dugow and the LGD team’s highly strategic and surgical approach to marketing. “They not only ask questions no other agency will ask, they also recognize what tools are required to shift perception — and they’re very strategic about how they use them.”
Visit our work portfolio to see more of the work for Marina Palms, or explore LGD’s “The Perfect 10” campaign below.