The Challenge: The nations leading real estate auction company was to auction off the sale of 39 northwest-style luxury resort condominiums in Cle Elum, Washington. The condos were located in The Lodge at Suncadia, located 80 miles east of Seattle, is among the Northwest’s premiere family destinations with a 4-star rating. The Lodge at Suncadia was grand and well known to residences throughout the Pacific Northwest. The challenge was two-fold: (1) executing an aggressive six-week marketing strategy to support (2) the pre-sale a minimum of 10 units and the sale of the remaining 29 units to prequalified applicants on auction day.
I formulated a multi-channel marketing strategy that included: the generation of a mix of various printed collateral pieces, an e-mail marketing campaign to deploy to the client’s extensive database, a six-week/$80,000 media spend with a mix of traditional display ads, online ads and third-party e-blasts to brokers buys, and a PPC/retargeting campaign that would run the length of the campaign. I also 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 an online auction landing page for preregistration and lead capture.
This aggressive sales campaign resulted in over $10 million in condo sales for the client. 20 of the condos pre-sold one week prior to auction day, with the other 19 units all selling at auction above their starting bids.
The developer held back 20 units from the initial auction as they were unsure of the campaigns success. The developer was so impressed with the amount of traffic that the auction generated at the resort, and the overwhelming success of the auction itself, they announced just hours after the auction that they would release the remaining units for a phase two auction.