Located about 15 minutes from Penticton in British Columbia’s sunny Interior, Outlook is nestled next to the quaint, artisan-filled village of Naramata. It’s close to more than two dozen wineries, has access to an abundance of trails and every home features a stunning lake view.

Building a Foundation

While it sounds perfect, Randy Kowalchuk with Naramata Benchlands Properties knew marketing Outlook would be a challenge. Target audiences weren’t familiar with the community, didn’t know where it was located and needed reassurances about access to amenities. CREW stepped in to quickly deliver on key marketing activities that solidified the brand, focused the messaging and generated qualified leads that resulted in immediate sales.

Develop a Memorable Brand That Connects

Outlook Naramata’s brand needed to show what life would be like, a vision that target audiences could instantly relate to. CREW’s solution was an urban, trendy, artistic brand that also projected tranquillity and nostalgia. There was a focus on shared values and the sense of community that residents would find by connecting with both nature and the neighbourhood.

  • Build Awareness… And Anticipation

    CREW crafted an introductory video highlighting life in Naramata. The competitive price point was featured in sales collateral, way-finding signage and a landing page. All marketing pieces met tight timelines to take advantage of the upcoming prime sales season.

  • Framing an Online Presence

    A targeted digital campaign capitalized on search requests while ensuring marketing assets were optimized. A custom video and website featured stunning visuals, detailed floor plans and community information. Strong social media presence drove further awareness and engagement.

  • 0

    quality new leads generated monthly on average

  • 0 %

    of all lots sold within first 5 months

  • 0 year

    from 3 years condensed selling cycle

A Strong Foundation Gets Results

Creating warm leads that would ultimately result in realized sales was the goal of this multi-faceted campaign. CREW’s targeted approach that blended a strong, relatable brand with a feature-centric message proved to resonate extremely well with target audiences.

  • An average of 27 qualified new leads was generated through the website every month through the digital marketing campaign.
  • Four times as many lots were sold in the first five months than originally planned.
  • It was initially believed that a three-year selling cycle was needed to get all properties sold, however, that cycle is on track to be completed in less than one year.
  • Email Marketing Campaign
    • Open Rate 42%
    • Industry Average 21%
    • CTR 7.5%
    • Industry Average 2%
  • Facebook Campaign reached more than 260,000 targeted end users in key buyer markets

Results are in the details