the challenge

At the time, the nations leading real estate auction company was to auction off 39 northwest-style luxury resort condominiums in Cle Elum, Washington. The condos were located in The Lodge at Suncadia, situated 80 miles east of Seattle, is among the Northwest’s premier family destinations with a 4-star rating. The Lodge at Suncadia was well known to residences throughout the Pacific Northwest. However, the challenge was two-fold: (1) execute an aggressive six-week marketing strategy to support (2) the pre-sale of a minimum of 10 units and the sale of the remaining 29 units to prequalified applicants on auction day. 

THE solution

I formulated a multi-channel marketing strategy that included: the generation of various printed collateral pieces, an e-mail marketing campaign to deploy to the client’s extensive lead database, a six-week/$80,000 media spend with a mix of traditional print display ads, online ads and third-party e-blasts to brokers, and a PPC and retargeting campaign that would run the length of the campaign. In addition, I tapped into the resorts own on-site marketing channels to touch current guests of the resort through in-room video and key card ads. All marketing channels drove traffic to the online auction landing page for preregistration and lead capture.

The Result

The aggressive sales campaign resulted in over $10 million in condo sales for the client. 20 of the condos were pre-sold one week prior to auction day, with the remaining 19 units sold at auction. 

The developer held back 20 units from the initial auction as they were unsure of the success of the campaign. The developer was so impressed with the amount of traffic generated for the resort, and the overwhelming success of the auction itself, they announced just hours after the auction closed, they would release the remaining units for a phase two auction.