Located in Dover, DE, Noble’s Pond is a 55+ community established in 2006. In 2018, the community completed a major update. They needed to get the word out and get people in the door.
With aggressive sales goals and an out-of-date database, Noble’s Pond needed fresh, high-quality leads as quickly as possible. In addition, they needed to effectively engage and nurture these leads to contracts while also challenging the perception of the community’s location in central Delaware as being too far from the more desirable coast.
Immersion Active and Gilbert and Sheppard Group implemented a combination of traditional advertising, public relations, paid lead generation, organic social media, and lead nurture services. Paid search and paid social advertising channels were launched using geo-targeting, as well as refined target audiences based on Noble’s Pond’s best prospects and actual buyers.
Marketing efforts generated almost 4,500 inquiries via the website and landing pages and decreased lead to contract time by 31%. The campaign began in January 2018 and by October, the sales team needed to add additional resources because they had more tour requests than they could schedule.