Domaine was retained by boutique luxury residential developer, Geofferson & Co, to complete the marketing and sales process for a new boutique condo project in Nashville. The goal was to sell out the full project prior to completion using an elevated approach to marketing, advertising, and closing sales while the building was still under construction. This was to be Geofferson & Co's initial foray and first project in the Nashville area, so the goal was both to execute a successful marketing and sales process, and to help launch the brand recognition of the developer in the marketplace.
The project, named "Malvern" is a 5-story, 7-unit luxury condominium building located in the heart of Nashville's Historic Music Row neighborhood.
Working with our internal, Compass-powered marketing team, we tailored a sophisticated and highly-targeted marketing campaign with a nation-wide distribution network. This included a custom narrative and brand identity kit, custom brochures and print collateral, videos, targeted emails, customized social and digital content across multiple platforms, print ads, a digital ad campaign, social media campaigns, and a property-specific website.
We targeted our efforts through our affiliation with Compass Luxury and Sports and Entertainment Divisions, the Institute for Luxury Home Marketing Specialists, Wealth X, and the Realm platform.
The project achieved nation-wide visibility across a variety of platforms. Domaine ran a series of digital ad campaigns, achieving over 672,000 ad views per advertising campaign, and well over 1M ad views collectively across all campaigns. These campaigns drove hundreds of thousands of views on the projects website and listings, all at a cost per ad click under .50 cents and a click through rate double the national average for real estate listing ads.
During our marketing efforts, the listings were viewed over 70,000 times. Traffic to the project's custom website averaged 1,000 views per month. The project's website also served as a direct lead-capture opportunity, with over 2,300 prospective buyers registering their information during the campaign.
Our social media campaign was viewed and reshared across numerous local and national profiles, including the Compass national accounts with over 178k followers. Our individual reels each achieved over 13,000 user views per reel.
All units were sold within 8 months of launching the sales and marketing campaign, 3 months before the building's completion, and at a 99% sale price-to-list price ratio. In addition, the developer received local press coverage and established a new level of brand recognition in the marketplace, in addition to a wait list of prospective customers for their next project.