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Case Studies

An Elevated Strategy Takes Growth To New Heights

French Broad Crossing

FUEL and French Broad Crossing work together to understand customer trends and behavior to drive leads and sales

French Broad Crossing (FBC) is a high-end, amenity-rich, second-home and retirement community in Western North Carolina (WNC) that is designed for affluent homeowners who enjoy the mountain elevation, sweeping views, and access to a wealth of outdoor activities. It’s also located directly along the ancient French Broad River—the 3rd oldest river in the world. It’s the only luxury community in WNC to boast that distinction. Aside from the expansive, “national park” feel and picturesque setting, FBC is just a short drive from the sophisticated, culturally rich city of Asheville, NC. You might say, in a very real sense, that FBC gives homeowners the best of both worlds—natural wonders and convenient amenities. When the developer came to FUEL, his request was simple: I need someone who can drive quality leads and increase property tours.

The FUEL Initiative

In order to drive leads and tours to FBC, the FUEL team focused on two specific target audiences: 1) younger families—30s-40s with small kids—who lived within a 2- to 3-hour drive time and were looking for a vacation home; and 2) older couples—empty nesters, age 55 plus—who were looking for a retirement dream home. The commonalities for both groups were a love of the outdoors, an affinity for a natural preserve community (rather than a “country club”), a desire to be near water, and proximity to Asheville. To reach these folks, we relied on a strategically focused digital campaign that consisted of AdWords, Sponsored Ads/Stories, and Remarketing, as well as a traditional print campaign that featured full-page ads and a custom Direct Mail piece. We also overhauled their existing website and replaced it with a much more user-friendly, responsive site that was optimized for mobile search—as we know most lead-generation searches begin with mobile, not desktop. In the course of the past year, we have been able to dramatically increase the number of quality leads and tours they have received through our specific intiatives, as well as generate consistent home and homesite sales month over month.

Numbers Tell The Story

Since implementing our digital & traditional marketing plan in 2015:

• Leads have increased 275% year over year
• Continued growth in site visitors scheduling tours to the property an average of 120% increase each month
• Through a targeted landing page strategy, 15% of web leads book tours directly without speaking to a sales associate before hand
• The cost to acquire an A-level qualified lead decreased by 85% leading to triple-digit leads month over month
• Overall traffic to the site has increased 700%

Project Date: 2015-current


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