The Challenge
Unlike the fairly rapid sales cycle for a traditional homebuyer, active adults take their time searching for the perfect location and lifestyle to meet their needs. There’s really no sense of urgency. Our challenge was to find a way to engage and motivate these apathetic buyers over several months, if not years.
Deliverables
- Market Research
- Competitive Review
- Consulting and Planning
- Social Audit
- Brand Positioning & Strategy
- Marketing Plan
- Communications Roadmap
- Product Launch Plan
- Content Creation
- Video Production
- Website Development
- User Experience
- Collateral
- Direct Mail
- Outdoor
- Consumer and Realtor Campaigns
- Integrated Traditional and Digital
- Dashboard Reporting
The Ignition Process
Discovery
Kolter’s Cresswind communities combine the most desirable Southeastern locations with best-in-class amenities for those 55+. The three pillars of fitness, nutrition and relationships have helped create an award-winning lifestyle. The product and the brand are strong. Apart from Cresswind itself, our discovery also revealed that little exists online to help the active adult homebuyer navigate the 55+ market. This presented an incredible, untapped opportunity.
Strategy
We positioned Cresswind as an expert advisor to the 55+ homebuyer. The idea was to develop an ongoing series of communications to help our audience find the right community for them – Cresswind or not. The approach would allow Cresswind to stay in constant contact with their prospects with meaningful content.
Creative
We developed an ongoing digital communications campaign that revolved around an online guide to active adult homebuying. An online media effort and social posts directed traffic to a landing page encouraging browsers to register for the free guide.
Metrics &
Refinement
Within the first full year of the campaign, we achieved some pretty amazing results and completely surpassed every benchmark. At the beginning of the campaign, Kolter Corporate set our goal of increasing internet inquiries by 40%. Instead, we hit over 200%. Simply put, the client is pretty happy.
