Case study - Property Developer

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Villas at the Plantation is a high end residential development on Phuket Island with villa prices starting at 2M USD. The target market was wealthy foreigners around the world. As the typical purchaser would be buying their second or third property un-financed at a value of 2M USD, the market was niche and segmentation was key.

As such we advocated a limited spend on advertising locally or regionally, as most media is cluttered with property adverts, and elected a direct marketing strategy.

Through database marketing, we identified the required databases and implemented a number of campaigns, both on and offline to drive traffic to the website. The website was created in such a way as to not provide too much information for the visitor, so they would have to register for more information thereby capturing their contact details. We selected databases in the UK, France and throughout Europe, as well as in Hong Kong and Singapore where we knew the individuals were sufficiently wealthy and in some cases had expressed interest in purchasing property overseas.

Secondly we identified strategic partners such as a Switzerland-based jet charter company where we were able to display material in the planes and lounges.

This sequence of ideas plus timely execution resulted in generating 20 enquiries each month.

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