The Residences at Five Points
BRANDING, WEB, VIDEO, MARKETING
The Residences at Five Points stands, literally, at a crossroads. Fitting for a brand that needed to find the intersection between young professionals craving nightlife, and baby boomers seeking a cottage in the sky.
We used a dual-pronged strategy to target our two very different audiences. Content aimed at baby boomers focused on the showcasing the residences amenities and features, and was delivered digitally on Facebook and on radio. We engaged millennials on Instagram with dynamic video content that highlighted the exciting nightlife and establishments in the surrounding area.
The Five Points website was built to take the resulting ad traffic, segment it, and integrate instantly into the sales teams’ workflow. Calendar integration allowed users to schedule appointments instantly from the ad. Once in the system, users were segmented into separate lists depending on the size of the unit they were interested in, then received exclusive follow up information tailored to their choices