Best NewsletterMARKETING

Aura at Metropolitan Naples is Southwest Florida’s new, exquisite residential high-rise. Once complete, the 15-story tower will boast of 56 luxurious residences on the upper floors, a residential lobby, and unique rooftop amenities to give owners and guests a resort-style living experience in the new mixed-use development of Metropolitan Naples.  
As Aura at Metropolitan Naples continues to market its luxurious residences, developers Jerry Starkey and Fred Pezeshkan hired B-Squared Advertising to create a series of e-newsletters to the real estate community designed to showcase the property. With a play on the phrases “hurry on down before prices go up” and “run, don’t walk” and including amenity-focused themes, these newsletters were well received by their audience. The e-newsletters sent from Apr 1st ’22 to Mar 31st ’23 reached 837 realtors and saw an average open rate of 57.23%, and click-through rate of 4.3%. The industry average open rate is considered to be successful if it’s between 15-25% and the clickthrough rate should be about 2.5%, placing Metropolitan Naples’ campaign well above industry averages. 
One of the challenges that B-Squared had to overcome was that Metropolitan Naples did not have any photos of Aura, meaning all materials relied upon renderings and stock lifestyle images. This campaign overcame this challenge and helped move Aura from “now accepting reservations” to “now taking contracts” on the high-rise condominiums. The campaign targeted affluent retirees and pre-retirees who are looking for a possible second or third home.