coexist

Opportunity

Through several preliminary meetings with Lifestyle Communities discussing tactics to improve condo sales in Columbus, Ohio — a theme started to bubble up. “What if we catered to unique buyer personas and provided custom condo packages just for them?”

Coexist discovered that there was a tremendous opportunity to establish an emotional connection with young condo buyers by offering up a highly targeted online campaign focused on niche hobbyists and enthusiasts. Looking at research findings from several focus groups, a few defined groups of buyers started to emerge. Most young professionals tended to fit into one of the following categories: The Foodie, The Techie or The Entertainer. If we could speak to these enthusiasts on their level and entice them with an experience – not just a place to live — we could avoid the usual skepticism associated with buying a new condo.

Execution

Using Flash-based animations, original photography (model selection and art direction by Coexist) and thoughtful site navigation, Coexist created an online experience that let users choose a condo-buying path that best reflected their own personal style. This new way of presenting condo information online broke from traditional norms by catering to buyer’s specific tastes, interests and aspirations instead of just focusing on square footage and typical amenities. Coexist also created new radio scripts, billboards and print ads to drive traffic to this new online destination.

Results

The overall “It’s Personal” campaign has been a hit with increased site visits (both online and offline at LC sales centers) and marked improvement in condo sales overall. Based on the current success, Lifestyle Communities has plans in the works to add more custom, persona-based packages to the mix in the future.