The Challenge
High Competition
Numerous new developments in the southwestern Jacksonville area.
Engagement
Need to engage a diverse audience, including young families, retirees and professionals.
JSK Marketing’s Success in Helping Sell Out a Master Planned Community
Beacon Lake, a 1,400 + homesite, master planned community spread across 7 phases located in the suburbs of Jacksonville, FL partnered with JSK Marketing to amplify its marketing plan and serve as the developer’s marketing liaison between the community and it’s approved builders. Through effective strategies, communication and events, JSK Marketing was able to successfully help the developer and its builders drive enough qualified traffic to sell at a pace two years ahead of anticipated sell out.
The Solution
JSK Marketing was able apply Beacon Lake's marketing strategy by incorporating the following approaches:
Social Media Advertising
Search Engine Optimization (SEO)
Blogging
Digital Advertising
Events & Community Engagement
Email Marketing
Social Media Advertising
Platforms Used:
Approach:
- Created visually appealing content showcasing the community’s state-of-the-art amenities, lifestyle and events.
- Ran targeted ads to reach potential buyers and realtors based on demographics and interests.
- Engaged with followers through interactive posts, reels and virtual tours.
- Shared testimonials from early residents.
Search Engine Optimization (SEO)
Website Optimization:
- Conducted keyword research to identify terms potential buyers were searching for.
- Optimized website content, meta tags and images to improve search engine rankings.
Content Creation:
- Developed a blog with relevant and engaging posts about home buying tips, community events and local attractions.
- Ensured all content was optimized for search engines to drive organic traffic.
Blogging
Content Strategy:
- Published consistent blog posts highlighting the benefits of living in the community, as well as featuring nearby attractions and tips for people looking to move to Northeast Florida.
- Featured guest posts from local influencers and real estate experts.
Distribution:
- Promoted blog content through social media channels and bi-weekly emails to VIP database.
Digital Advertising
Targeted Advertising:
- Developed compelling ad copy and visuals to attract potential buyers.
- Utilized a variety of ad tactics, including geo-targeting retargeting, PPC, YouTube and more to reach individuals looking to move to or within Northeast Florida.
Performance Tracking:
- Monitored ad performance and adjusted bids and keywords to maximize ROI.
- A/B tested different ad variations to identify the most effective messaging and visuals.
Events & Community Engagement
Open Houses & Community Tours:
- Organized multiple events per year geared at showcasing the latest amenities and builder products to the real estate community, through fun themes such as Oktoberfest, scavenger hunts, etc.
Community Events:
- Planned family-friendly events such as holiday events, carnivals and Fall festivals to draw prospective buyers into the community to showcase the amenities and neighborhood feel Beacon Lake offers its residents.
Email Marketing
Newsletter Campaigns:
- Sent bi-weekly newsletters with updates on construction progress, upcoming events, builder specials and new blog posts.
Lead Nurturing:
- Developed automated email sequences to nurture leads from initial interest to purchase.
- Provided exclusive offers and incentives to realtor email subscribers.
The Results
Through a comprehensive and integrated marketing strategy, JSK Marketing successfully positioned Beacon Lake as a desirable place to live, work and play, resulting in an expedited sales pace that far exceeded the projected schedule. The combination of social media, SEO, blogging, digital ads, compelling branding, events and email marketing created a strong, multi-channel presence that resonated with potential buyers and fostered a sense of community.
Sales Achievement
Beacon Lake sales paced over 2 years ahead of anticipated sales timeline.
Increased Traffic
Website traffic increased by 198% within the first 6 months, with Paid Search, Organic and Social being the leading sources of traffic.
High Engagement
Social media engagement rates saw over an 81% increase, with a significant increase in followers and link clicks.
Lead Generation
Generated over 2,000 qualified leads through digital marketing efforts and hosted over 500+ realtors per event, resulting in doubled traffic in 45 days following each event.
Community Building
Successfully built a vibrant and cohesive community brand, enhancing the overall appeal of the development to current residents and prospective buyers.
Additional Creative Assets
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