FMP Real Estate Services, Inc. came to us with a unique land opportunity. Through the purchase of a family farm, known as Peachtree Pointe, FMP had a total of 366 acres, mostly undeveloped. An easement was placed on the property, which means there can be no structures built on certain parts of the property in order to maintain the integrity of the wildlife and habitats—however, the easement allowed for a division of nine residential lots ranging from around six to seven acres each, leaving plenty of room for luxury homes with the ability to have a secondary home or structure on the lots.
These lots needed some marketing help getting noticed out in the busy world of real estate. FMP Real Estate Services relied on us to get the ball rolling.
To start the journey toward awareness and, ultimately, conversion, we began gathering research data about audience personas. Once we knew our audience and built a strategy to market to them, we implemented the tactics necessary to extend that needed reach. Additionally, the FMP team wanted to rename the property to Osprey Point. We added on the moniker “Luxury Lakefront Community” to help place this offering within the appropriate target market.
With the creation of new nomenclature came a visual identity mark that expands across all channels. We planned for a unique brochure piece that doubled as a direct mailer. Then, we created a website, along with a digital and social media ad campaign that drove traffic to the website for a download of the brochure.
Additional deliverables included a custom letter from their main point of contact, custom photography and a curated list of direct mail recipients.
The production of the Osprey Point video, which we scripted, will soon be available on the website and seen within different digital ads.