Heritage Harbour

Client Challenge/Situation:

Work had begun on a new, master-planned community called Heritage Harbour. The community is located on the west coast of Florida.
KSC was asked to determine the best method for establishing and maintaining contact with potential buyers. Permitting issues for the community were delaying construction adding to the need to keep potential home buyers informed and excited about the project.
Research helped to determine the benefit of developing a Web site which would attract potential home buyers and keep them informed about the progress of the community.

Goals/Objectives:

Develop a database of 200 qualified prospects by the time Heritage Harbour opened for sales.
Maintain a continuing high level of interest in qualified prospects prior to their ability to purchase a home at Heritage Harbour.
Communicate the progress at Heritage Harbour to target audiences, including potential homebuyers and Realtors™.

KSC’s Solution:

KSC designed a database-driven Web site, which captured data from mercury visitors. Each page included a contact link which took visitors to a page that asked for personal information in exchange for additional community Quick Hit information.
Within 24 hours of a visitor entering information, an email was sent thanking them for their interest and promising additional information via mail. A sales associate was also contacted with the visitor’s information.
Using this database, KSC developed a “V.I.P.” program which identified the prospects most interested in purchasing a home and promised them to be among the first to have the opportunity to buy.
In order to draw traffic to the Web site, the Web address was included on all promotional materials and in order to maintain top-of-mind awareness a mouse pad with the community’s Web address was distributed to Realtors™.

Results:

The Web site attracted 320 visitors in its first week; the visitors spent an average of 8 minutes each at the site.
The original client database contained more than 2,000 total prospect entries.
52 homes were sold within the first month the community was open, a majority of these sales came as a result of the V.I.P. list which was generated, in part, from the Web site project.