New Neighborhood Launch Strategy
Gilbert & Sheppard has marketed Saluda River Club from initial naming and branding to over $50 million in sales during the first three years – at the height of the recession – followed by average annual sales of over $20 million per year for the past 10 years.
Nestled alongside the Saluda River, near Columbia, South Carolina, Saluda River Club has attracted buyers searching for a resort-like lifestyle. Saluda River Club has an outstanding array of amenities and a wide variety of home styles. The 235-acre community began with 3 neighborhoods and has attracted a multi-generational buyer mix. The developer is now expanding Saluda River Club to have 7 distinct neighborhoods, with The Vineyard as the first of the 4 new offerings.
In spring of 2019, Saluda River Club was ready to introduce its newest neighborhood, The Vineyard. Built to appeal to upscale buyers, the architecture features a distinct Napa Valley influence with farmhouse style homes and unique outdoor living spaces, including detached casitas.
The challenge for Gilbert & Sheppard and our digital team at Immersion Active was to introduce the new neighborhood within Saluda River Club with its distinctive look and feel to both local real estate agents and new home consumers.
The goal was to sell out the 26 homesites in The Vineyard as quickly as possible, which would enable Saluda River Club to begin the introduction of 3 additional new neighborhoods planned for the near future.
The team began marketing efforts in May 2019 with a landing page showcasing renderings of the homes and a description of the new neighborhood’s look and feel. The model home opened in mid-June during a highly successful Tour of Homes event. Our team took advantage of this event to deploy a lead generation email series showcasing the new model to local realtors at a catered open house event, and then to Saluda River Club residents who were given a first look at their new neighborhood.
Even before the new model opened for touring in June, the Gilbert Sheppard / Immersion team worked together to advertise the new neighborhood, with both print and digital ads as well as organic posts to Saluda River Club’s Facebook page. The ads contained specialized URLs that led to a dedicated landing page which included renderings of the new homes and plenty of information about the inspiration for the new neighborhood and the amenities offered at Saluda River Club.
The Gilbert Sheppard / Immersion Active integrated marketing plan worked to successfully position The Vineyard as an innovative and attractive new neighborhood within Saluda River Club.
In just 4 months, sales agents closed 18 contracts out of a total of 26 homesites available in the Vineyard. Despite traditionally slower sales in the summer months, visits to the model home and the new neighborhood were brisk and competition for the prime lots was intense.
With only a few lots left to sell and construction underway, the community’s developer was able to begin marketing the next new neighborhood, positioning the community for success for many years to come.