Best Special Event/PromotionMARKETING
Developer
Target Audience
Families aged 30-44 and active adults aged 45-65, located in Southwest Florida as well as Southeast Florida.
Community Overview
Along with a wide array of attainable housing options, the community offers a lively Town Center with shops and restaurants, two recreational parks, a dog park, waterpark, walking paths, two championship golf courses, and top-rated schools from preschool to higher education with a collegiate campus. The community is a very walkable and bikeable and also golf cart friendly. Many events throughout the year bring people together for a fun time.
Marketing Challenge: Location
This community is located approximately 30 minutes from Naples and 60 minutes from Ft Lauderdale; the primary concern buyers express is the remote location. It’s located in a rural part of Southwest Florida and it is difficult to motivate people to visit and experience the lifestyle and ultimately buy a home.
Strategy
Organize a large-scale event that is open to the public, showcasing all that the community has to offer. Invite in-town businesses and the builders to be a part of the event. This includes live music bands, vendors, family-friendly activities, free give-a-ways, and more. Target the east and west coast of Florida, so it is feasible to drive over for the days event.
Results
Over 2,500 people attended Blues, Brews & BBQ Festival. Our Welcome Center received 78% more foot traffic on the event day, with majority of the visitors coming from our targeted areas. In addition, 1,000 new visitors came to the event and stopped into the Church for a tour. Demographics of church visitors: ¾ were first-time visitors from Naples, Estero, Bonita Springs, Port Charlotte, and ¼ of them brought friends. Home sales have remained steady, with 538 during the time frame, and the community has been named the #20 fastest-selling community in the United States and #8 in Florida.