This developer launched the final phase of their Naples community in 2019. Boasting its proximity to Downtown Naples and 5th Avenue South, the community combines the best in urban living with the coastal mecca of Southwest Florida. They also offer spacious homes at a fraction of the cost of other comparable residences in Old Naples and architectural design by acclaimed MHK Architecture and Planning of Naples. For all builders and developers, the COVID-19 pandemic was and is an ongoing challenge when it comes to advertising. When the shelter-in-place order was put into place, the community creatively pulled their dollars from print and other traditional forms of advertising and invested them into their e-marketing campaign. With more people online than ever, they were able to adjust their marketing strategy to address the situation in a lighthearted way and remind customers that their sales team was still available despite the pandemic. They pushed their virtual tours of the residences to show the various options without having to come for an in-person tour. Before and after the shelter in place order, the community maintained a strong presence online by posting on social media which resulted in an increase in engagement and followers, continued their Facebook and Instagram ad campaigns as well as their Google advertisements and retargeting offers. One Facebook ad alone generated 36,400 views. Overall, the community’s e-marketing campaign brought 20,325 new visitors to their website.
© 2021 CBIA Sanddollar Awards.