Oceanfront Estate
Located within a gated oceanfront community, Bayberry Dunes needed to standout considering its high price point and unique location. At the time the property sold, it was the highest sale in its marketplace in nearly 4 years. For this property, we needed to tell the home’s story to attract media attention and to educate buyers about the home's outstanding architecture and breathtaking views. A strategic media plan was created that guided all marketing efforts. Our approach extended to the local, regional and international markets.
Multiple photographers were used and aerial photos played an important role in displaying the homes proximity within the community and to the beach. A conceptual property video was created to showcase the home's Hamptons-style architecture, southern plantation-inspired interior and extraordinary oceanfront views. Per the modified floor plan, prospective buyers could envision an expanded en-suite bedroom design.
It was essential that all marketing efforts worked jointly in delivering a consistent marketing message across print, online and mobile platforms. Our online marketing efforts expanded to over 40 countries and generated more than 20,000 property views. Our partnership with Sotheby's International Realty allowed participation in over 600 million impressions through innovative programs and relationships with iconic international brands. Careful tracking of the many media outlets promoting the property allowed us to see which ads and social media efforts drove the most clicks, views, and inquiries.
The print strategy included features in Robb Report Home & Style, prominent placements in Costal Collection magazine and consistent placements in the Cape Gazette and Coastal Point newspapers. A targeted email campaign was generated to our database of over 10,000 prospective affluent buyers, local brokers, and agents throughout the Delaware coastal markets. The property was also included in multiple Open House Tour events advertised on NPR that drew additional buyer interest by showcasing local artists' work. A customized direct mail campaign was created to bolster buyer interest in targeted areas. Notable features communicated across all media platforms included the properties spacious floor plan, multiple decks, elevator, private beach, gated community and corner extended lot.