London Bay – Saltleaf on Estero Bay Direct Mail

The Ritz-Carlton Residences, Estero Bay reside in the emerging coastal village of Saltleaf on Estero Bay. The goal of this ambitious direct mail piece was to paint a picture of the life coming to this village-in-the-making for high-net-worth prospective buyers, committed buyers, realtors and Saltleaf neighbors. Shore Stories — a name that reinforces Saltleaf’s waterfront location — is a deep dive into the Saltleaf on Estero Bay community and Southwest Florida lifestyle. With magazine-style photography, illustration and storytelling, it feels more like a regional insider’s guide than a sales tool. It can stand alone or complement existing marketing pieces. Shore Stories was intended to build residential buyers’ confidence, as it celebrates the Ritz-Carlton project’s milestones and highlights a major point of difference — these residences aren’t stand-alone towers, but supported by an exciting new community within highly desirable Southwest Florida. Visually, the direct mail followed the cues of high-end magazines with stylish layouts, illustration and playful typefaces. The copy was lighthearted but informative, ranging in magazine-like focus from interviews to day trip ideas to a cocktail recipe. This piece generated 29 sales leads and directly resulted in one penthouse sale. During the direct mail’s initial time in the market, London Bay sold $60 million of residences in ten days.