Barron Collier Companies – Ave Maria

Target Audience
Young adults or families aged 24-44 and active adults aged 45-65. Secondary target audience are realtors from Southwest and Southeast Florida.

Marketing Challenge
This community is located in a rural part of the county, which makes it a challenge for people to want to visit, and ultimately buy a home. Also, another challenge is the name of the community which holds a stigma for those unfamiliar of the lifestyle; find a way to show everyone is welcome and how diverse and inclusive it is.

Features of the community
The various amenities such as two recreational parks, a dog park, and a water park, plus a town center with over 60 businesses, attainable price point of homes, and sense of community make it appealing for all types of families. Many free, lifestyle events throughout the year bring people together to connect. Top-rated schools are located inside the community, from preschool to higher education.

Strategy
The objective for the social media campaign is to increase reach and engagement to target audiences, and gain at least 100 new followers per month on platforms Facebook and Instagram. Use of various tactics like reels, influencer marketing and sharing the real stories of residents with the goal to boost online presence to a broader audience, drive increased awareness, and gain more followers. 

By creating high-quality visuals and captions of the community’s lifestyle, neighborly connections, and premier home products, the marketing team focused on Instagram reels and carousel posts. These assets are designed to be shareable and often draw the attention of potential residents, realtors, and visitors alike. 

Results
Social media has played an innovative role in the strategy of bringing awareness to the community between May 1, 2023 – April 30, 2024.

Organic social media is the Top #4 user acquisition on Google Analytics, bringing 34,117 people to the website.

The community was named as the #16 fastest-selling community in the nation with an 11% increase in home sales year-over-year.

Increased reach and followers: Facebook gained 2,150 new followers; Instagram gained 6.5K new followers.

Influencer marketing tactic with Shelly Teal: 30-second reel boosted targeted audience engagement, accessed new demographics, and built authentic connections. Reached 8.2K accounts with 18.2K reel plays and 504-reel interactions. 

Premier Home Products: Facebook model walk-thru reel reached 305.5K accounts with 8.4K reactions.