Gramercy is a family-driven company specializing in beautifully designed townhome developments. They wanted to stretch outside their comfort zone into Aldergrove, which they had identified as an affordable community for first-time home buyers. Partner Daphne Luking-Klassen brought her vision to CREW, tasking us with naming, branding and promoting their 115 unit townhouse project in print and digital.
In an overheated Lower Mainland housing market, affordable alternatives are few and far between, not just in Metro Vancouver but farther out into the Fraser Valley. Aldergrove, a small town between Langley and Abbotsford, had been overlooked by almost everyone as a family-friendly community for first-time buyers. Gramercy wanted to change that.
Roundhouse became the name for the project, reflecting the property’s railroad history. This became the foundation for the messaging which asked millennials to ‘Take Their Life in A New Direction.’ Aldergrove was positioned as the Fraser Valley’s most interesting lifestyle alternative, blending a heritage small town feel with hip urban amenities.
A railway-influenced logo amplified the site’s heritage while evocative photography depicted young hipster families kicking back in rural settings helped communicate the essence of living in Aldergrove. These became teaser print and digital ads.
Signs of Lifestyle
Long before the ground was broken, signage teased drive-by traffic that an exciting new development was becoming part of their small town.
Driving Website Conversions
A digital teaser campaign drove potential buyers to the website, where they engaged by registering or downloading content. For the campaign period, the site delivered around 2,000 qualified leads, about a 7% conversion rate (2.2% is considered good).
Securing Online Engagement
Geographically and demographically targeted YouTube pre-roll ads and Facebook newsfeed ads were designed to create a compelling first-impression of the Facebook carousel and Google Display ads communicated multiple product and lifestyle images. Later in the campaign, we bumped Facebook engagement significantly by targeting a 25-34 hipster Lookalike Audience, which significantly increased shares and likes.
Sales Centre & Brochure
We designed and oversaw construction of the sales centre where visitors could take away an evocative brochure that gave them an emotional snapshot of life at Roundhouse.
increase in website traffic after digital teaser campaign
units pre-sold before Grand Opening
The use of carefully targeted digital messaging resulted in high registration numbers which were successfully converted by Gramercy’s sales team into 47 confirmed sales in the first preview week. Another 18 units sold before the general opening. By optimizing the digital campaigns, average costs per click were reduced by over 50%.