Best Direct MailMARKETING
Developer/Community
The audience for this series from The Ritz-Carlton Residences, Estero Bay was high-wealth homeowners in targeted local zip codes. It proved highly effective, prompting the developer to send regular mailings for peak season in late 2023 into spring of 2024. Each mailing produced a measurable increase in foot traffic to the sales center.
With the starting sales price of The Ritz-Carlton Residences, Estero Bay at $3 million and up, the approach aimed to feel high-end — more invitation than overt sales tool. This strategy led to the enclosure of four to five postcards in invitation-style envelopes, each with a unique message to encourage opening. The cards used the brand’s rich color palette and project renderings, as well as imagery that suggested the lifestyle to come. Because this project competes against many other tower residences, differentiation was critical. While sophisticated, the cards took a more lighthearted tone, both visually and verbally. They suggested a more relaxed approach to luxury and played up other unique aspects of the project: a deep connection to nature and integration with a larger community that includes distinctive neighborhood amenities, such as a marina and championship golf course. Homebuying is daydreaming, with this series of postcards, recipients could start imagining a new way of life
