Our strategic brief pointed us toward one direction when it came to the luxury-minded audience we were trying to reach: traditional print. With the knowledge of a special group of southern elite in our back pocket, along with an awareness campaign and digital strategy, we created a brochure mailer that is hard to miss.
The brochure is oversized and filled with photography, design and custom copywriting in order to inspire and inform prospective buyers about the property. Out of our copy explorations came the tagline “A Legacy Lived. A Dream Fulfilled.” The feel of Osprey Point is encompassed in those words—a legacy was lived by those from the past and will be loved by those coming to property now to fulfill their dreams.
After creating and refining a book break, we developed the brochure booklet into the following planned sections: Introductory, Amenities, History, Lot Details, Map, Area Overview, Conservation Details and more. Our internal content team wrote the copy with a suggested tone and feel, helping communicate the benefits of buying a private lot in the Osprey Point Luxury Lakefront Community. Although the goal is to sell the properties, we understood that the audience for these 1.5 million dollar properties was small, and we wanted to portray that you are buying an estate—a piece of history that will continue to be monumental. From the sights to the conservation easement, this tucked-away haven embodies grandeur.
To elevate the visual aesthetic of the printed piece, we designed a cover with a blind emboss effect and gold foil lettering.
We then created a miniature version of the brochure that FMP Real Estate Services can hand out to interested patrons. The lighter weight piece is easier to access and carry around, and also guides user down the marketing funnel at an appropriate pace.