Facebook and Instagram campaigns populate mailing list for luxury property
The Brief: When Spring Capital needed promotion for their luxury Eastbourne property development The Upperton, they approached PRG’s marketing experts. The Upperton comprises of 72 luxury apartments (including two stunning penthouses with breathtaking views across the town). This needed to be promoted to the town’s residents and commuters from London, Brighton and the surrounding areas via Facebook and Instagram campaigns and other targeted marketing activities.
The developers needed a marketing agency with full service capabilities to manage the design and print of hoarding plus digital marketing skills to create targeted online campaigns. As a London based company, Spring Capital also required an agency with knowledge of the local area and connections with key local publications to maximise PR opportunities. The challenge for PRG’s team was to generate interest in the properties while building work was taking place in order to ensure on completion there were potential buyers ready to view the apartments.
The Solution: PRG’s team set about creating an initial holding web page while the development’s website was being built. The webpage offered users the chance to sign up in order to receive email updates about the site’s progress. PRG’s team of social media experts then set about creating Facebook and Instagram pages, dropping regular teasers of the apartments under construction.
Our team of content and SEO experts were on hand to write website copy, and PRG’s design team created all hoarding and marketing suite images plus the property’s brochures. The company’s Facebook and Instagram pages gained an engaged following organically, but targeted Facebook and Instagram advertising campaigns allowed the property to reach more potential buyers. PRG’s team of experts also worked with the developers to gain local PR coverage in luxury lifestyle publication Sussex Life.
The Results: The property has been hosting its first group viewings with the estate agents over recent weeks. The marketing suite is now open and ongoing social media promotion is underway. The Facebook and Instagram campaigns drive traffic to the property’s website, encouraging buyers and buy to let investors to contact the estate agents managing the sales and viewings. So far the campaigns have directed hundreds of people to the website on a modest budget.
PRG’s team of experts continue to manage the social media for the Upperton, replying to customer enquiries and driving traffic to the dedicated website. PRG is also working with the developers on a launch event for the Upperton – keep your eyes peeled for more information coming soon!
Want to find out more about Facebook and Instagram advertising? Contact our marketing specialists today!