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QUESTION:

Is your marketing generating enough qualified prospects
for your destination and turning them into loyal customers?

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It’s People Science

Most of the brands in the high-end resort, travel, real estate, and hospitality markets that we talk to answer “no” to the above question. In today’s fast-paced, post-Covid, rising-interest-rate world, reaching and engaging new prospects and customers is the number one priority—and the competition is fiercer than ever. Every piece of marketing content you create should pass a simple test:

If I were my target audience(s), would this content make me want to read, watch, or learn more about it?

All of your marketing initiatives—both digital and traditional tactics—should be relevant, interesting, engaging, and helpful. It should fulfill a current need, wish, or want, and provide a clear solution. Above all, it should make people want to know more about your destination so that they will plan a vacation or a visit. An experienced, pro-active destination marketing company can help you engage more qualified leads and turn those leads into customers. Let’s first consider a few key digital marketing facts:

Did You Know? Hospitality and Tourism Facts

  • Hotel guests reviewed multiple options before making a booking decision
  • 95% of visitors to hotel websites abandon the booking cart
  • Nearly 70% of travelers make same-day hotel reservations on a smartphone

Did You Know? Real Estate Facts

  • 90+% of home buyers start with an online search
  • Google real estate searches for master-planned communities have doubled since Covid
  • 70% of home shoppers who engage on a real estate website begin by typing a local search term or phrase

 

Four “Must-Haves” Your Agency Should Deliver

1. Experiential User Experience

If you want to attract people to your destination you must offer them an appetizing taste. Whether you are a luxury master-planned community in the Cascade Mountains or 5-Star Resort in the Caribbean, your target audience needs to visualize, experience and “feel” why your destination is so unique and special.

Digital Marketing and Social Platforms offer plenty of opportunities to give would-be guests, vacationers, or buyers a glimpse of what you’re all about. The best brands incorporate high-quality professional video experiences into their marketing efforts. To take it one step further, elite marketing agencies offer Augmented Reality (AR), which is the next best thing to “being there.” AR gives you the ability to add digitally enhanced images/content to a live camera feed to make it appear as if the new content is “real,” and part of the environment to which it has been overlaid. It has opened up a whole new way for resorts, hoteliers, and real estate communities to dazzle and engage new prospects.

2. Regularly Updated Website

This should be a given, but many luxury brands have an old, neglected, or outdated website that has become a liability for optimal lead generation. You can’t simply build a new site and forget about it. Google frequently adapts its algorithm to emphasize user experience, search parameters, and mobile compatibility as ranking factors.

That means, in order to be more effective, brands must stay current with algorithm shifts or risk being penalized in the future. Responsive design, quick load times, efficient navigation, and frequently updated content are key ranking factors. Not having an up-to-date, technologically efficient website is no longer an option. In fact, it is fundamental to success, as Google continues to prioritize SERPs (Search Engine Results Page) for mobile sites that are optimized to deliver a better user experience.

3. Effective Paid Digital Advertising

Paid Search Engine Marketing (SEM) is critical. Everyone offers it but few do it well. Done right, SEM provides more ways to reach highly targeted audiences than ever before. The continued evolution of digital media—keywords, sponsored ads and stories, display banners, remarketing/retargeting, and so on—has made it easier than ever for marketers to surgically identify, engage, and convert real estate and hospitality prospects.

Brands can now stay in touch with customers for the entire length of the sales cycle, and beyond. However, in order to reach busy people “where they live and breathe,” a strategically sound and ever-adaptive mobile strategy is imperative. As everyone knows by now, people are on mobile devices much more often than they are on desktop computers. Just ask Google.

4. Surgical Geo-Targeting

Over the past couple of years, advances in technology have opened up a whole new world in real-time marketing. After all, people generally carry a mobile phone or device with them at all times.

The result is that it’s now possible to find and target prospects and customers in the actual here-and-now based on their specific geographic location. Through such initiatives as geo-targeting (pinpointing users based on their location range) and geo-fencing (pinpointing users when they enter a pre-determined area), businesses are able to identify prime targets when they’re in a given area, tailor specific messages to them that are highly relevant, and then mine the actual data to uncover legitimate high-quality leads and prospects.

 

Three Questions To Ask Your Agency

1. Can They Find New Eyeballs?

This is the biggest problem that most luxury resorts, hoteliers, and real estate communities have to overcome: finding new qualified customers. The digital landscape is ever-evolving. Technology has expanded the playing field and made it more difficult to grow market share in the hospitality industry.

Highly targeted strategic digital is the best way to stay ahead of the competition by finding new, often untapped, target audience “pools.” Searching by location/zip code, as well as by specific demo- and psychographics, brands can dial into high-quality leads that need/want/crave what you have to offer.

A seasoned team of digital marketers cannot only identify where these “hidden” prospects are, but they can devise effective tactics to get their attention and win them over.

2. Can They Help You Nurture Those Prospects?

Identifying and locating prospective customers and new target segments is only part of the battle. Your company must successfully engage them on their own terms.

The hard sell will not work. Digital marketing allows you to reach out to these prospects and nurture them throughout the entire sales cycle—regardless of where they enter.

New technology, interactive platforms, and social channels make it possible to develop these leads at every step by:

  1. engaging them with helpful information
  2. offering them the solutions they’re looking for
  3. building their trust

While all three of these are important, the latter is especially critical to securing new customers. Effective destination marketing enables you to begin a genuine dialog with your prospects that will ultimately convert into actual sales.

3. Can They Help You Be More Efficient And Effective?

Perhaps the most important aspect of destination marketing is transparency. Everything should be tracked and analyzed.

When we say everything, we mean everything: Search Ads, Banners, Paid Ads, Sponsored Posts, Landing Pages, Automated Emails, Page Views, Special Offers, and so on.

If an agency tells you they can’t track analytics or show you detailed data, then they are either not qualified or lying. That’s simply a fact.

A seasoned marketing agency will produce and test a number of messages and tactics to leverage what works and evolve accordingly.

This, in turn, will enable you to be more cost efficient by increasing leads while lowering your cost per click (CPC) or cost per acquisition (CPA). And that goes straight to your bottom line.

 
 

How Can We Help You?

Engaging affluent prospects with targeted marketing in 2023 will determine success.

It is absolutely critical that you work with an agency that not only has a deep understanding of the hospitality and real estate industries, but of your customers, as well.

Real Living Productions helps clients grow their business through highly strategic marketing campaigns—campaigns that effectively integrated digital and traditional disciplines to get high-quality leads that ultimately converted to sales.

 
 
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Real Solutions. Real Results.

Real Living Productions

 

Let Us Help You Reach Your Goals For 2023

We would love to hear your objectives for the coming year and develop a strategic marketing plan that will help you drive sales in 2023.

 

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Client:

Cabo Luxury | Cabo San Lucas

Project:

Website

Description:

Real Living Productions took Cabo Luxury’s iconic sea horse in a new direction a brand refresh, and a user friendly website. These clean, classic designs raise the bar in defining the luxury rental and concierge provider’s brand.

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Client:

Three Bridges | Salem, Utah

Project:

Rendering

Description:

Real Living Productions offers an array or rendering capabilities. From artistic watercolor renderings to ultra-realistic animated residential fly thru rendering—our team is always pushing the boundaries of rendering capabilities. Real Living Productions colorized floorplans and a created a realistic rendering for Three Bridges, to help prospective clients visual the residential offerings.

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Client:

Estates at Banyan Cay | Palm Beach, Florida

Project:

Video Renderings

Description:

The Estates at Banyan Cay utilized fly through renderings to drive sales in the early stages of development, allowing prospective buyers to preview 5 different floor plans before construction had even started. These renderings are Incredibly detailed and customized, from the color schemes to the appliances, and a great tool for bringing a new project to life.

Client:

Monarch Realty | Raleigh, North Carolina

Project:

Digital and Print Brochure

Description:

A collection of print and digital brochures were created for the client to use as sales tools. The information was clearly presented and allowed our client to showcase their expertise in the local market.

Client:

Hartness | Greenville, South Carolina

Project:

Digital Newsletter

Description:

In an average month, Real Living Production designs, programs and deploys 20-30 digital newsletters for communities across the US, Mexico and the Caribbean. We work carefully to create newsletter content that is relevant and user-friendly for database leads, brokers and key influencers with whom our messaging resonates.

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Client:

Four Seasons Anguilla

Project:

Digital Banner Ads

Description:

Real Living Productions created a variety of digital banner ads to be strategically placed across the internet. These banners reinforced branded messaging and provided direct links to custom landing pages and the client’s website.

Client:

Frederica Estates | Sea Island, Georgia

Project:

Digital Banner Ads

Description:

Real Living Productions created a variety of digital banner ads to be strategically placed across the internet. These banners reinforced branded messaging and provided direct links to custom landing pages and the client’s website.

Client:

The Reserve at Sea Island | Sea Island, Georgia

Project:

Gift Box

Description:

With great marketing, comes great gift sets. This is envisioned as a gift for the most select of clients. A bespoke, matching bowtie and earring set from Brackish that carries on the client’s colors and brand.

Client:

Tropicalia | Dominican Republic

Project:

Leather Book

Description:

These hand-sewn leather books with large landscape format Tyvek pages make for a stunning sales presentation tool. Both durable and luxurious, the leather books make an impactful first impression during property tours.

Client:

Trailhead Condos at Suncadia | Cle Elum, WA

Project:

Condo Rendering

Description:

Real Living Productions offers an array or rendering capabilities. From artistic watercolor renderings to ultra-realistic animated residential fly thru rendering—our team is always pushing the boundaries of rendering capabilities. These interior renderings created for our client show how the interior of their residences will appear when complete. Renderings are especially beneficial for our clients pre-development.

Client:

Red Ledges | Heber City, UT

Project:

Brand Video

Description:

This short brand video was created for the client to use as a YouTube commercial. The video matched the messaging and branding that was used on the print advertising campaign.

Client:

Quivira | Los Cabos, Mexico

Project:

Video

Description:

This video encapsulates the beautiful scenery, culture and history of Quivara. The stunning aerial video paired with John Sather's description of the area, and the vision behind the architecture, allowed our team to share a meaningful story with prospective buyers.

Client:

Utah Company

Project:

Commercial Rendering

Description:

These conceptual renderings are for a project in Utah that has yet to begin construction. They are a vital part of our comprehensive plan to support their sales team and engage potential prospects during the reservation and pre-sale process.

Client:

Hartness | Greenville, SC

Project:

Email Campaigns

Description:

In an average month, Real Living Production designs, programs and deploys 20-30 digital newsletters for communities across the US, Mexico and the Caribbean. We work carefully to create newsletter content that is relevant and user-friendly for database leads, brokers and key influencers with whom our messaging resonates.

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Client:

Tamarack | Donnelly, ID

Project:

Lead Generation Landing Page

Description:

Real Living Productions specializes in online marketing campaigns that include ads, lead generation landing pages and nurture campaigns that get results with high precision. We are experts in identifying qualified audiences, encouraging them to request information and nurturing the lead to purchase.

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Client:

St Regis Los Cabos

Project:

Website

Description:

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Client:

Falls Tower Camperdown | Greenville, SC

Project:

Website

Description:

Overlooking the iconic Reedy River waterfalls in vibrant downtown Greenville, SC — Falls Tower Camperdown is among one of the newest residential offerings in the city. Real Living Productions, in collaboration with the sales and development team, helped propel this project to total sellout at they highest “price-per-square-foot” in the history of the city’s downtown.

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Client:

Atara Desert Color | St. George, UT

Project:

Website

Description:

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Client:

St Regis Residences Los Cabos, Mexico

Project:

TriFold Insert

Description:

A cornerstone in branded resort residences, St. Regis is known far and wide. Real Living Productions partnered with the development and sales team to create an aggressive lead generation campaign that included a series of thoughtful printed inserts. These collateral pieces were placed in Wall Street Journal newspapers throughout the western United States as an opportunity to introduce a key target audience to the property.

Client:

Red Ledges | Heber City, UT

Project:

Branding Refresh

Description:

When defining a brand, Real Living Productions asks — “what makes that place special? In the case of Red Ledges it was the developer’s familial ties to the land, the one-of-a-kind service that the community pours into the guest experiences and their commitment to a generational appeal for owners and their families. Real Living Productions captured these key cornerstones with the tagline; “The Land, The Luxury, The Legacy.”

Client:

Espritu at Palmilla | Los Cabos, Mexico

Project:

Print Ad

Description:

Espritu has seen a significant uptick in website traffic stemming from this print ad campaign. Each ad can be easily customizable for each target market, making it a versatile component of their marketing plan.

Client:

Old Lighthouse Club | Los Cabos, Mexico

Project:

Print and Digital Brochure

Description:

Real Living Productions told the story of Old Lighthouse Club through the eyes of the iconic architect John Sather (Swayback Partners). Sather’s professed love for the land is easily apparent as he narrates the vision for the property over our team’s stunning aerial videography. Old Lighthouse Club is a special place in Los Cabos and this video proves that.

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Client:

Salato | Pompano Beach, Florida

Project:

Brand Guide

Description:

The Salato resort can be perfectly encapsulated by four words: ocean, hospitality, elegance, and exclusivity. The branding rules and narrative components for Salato were shaped by their unique amenities, stunning environment, and inviting ambiance. These branding elements were consistently incorporated across all promotional strategies for the client.

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Client:

The Reserve at Sea Island | Sea Island, Georgia

Project:

Branding Guide

Description:

In the release of the most significant residential offering in the history of Sea Island, Real Living Productions developed a distinct branded logo for this property release that complements Sea Island’s iconic logo. The Reserve at Sea Island exemplifies all that this storied resort is known for, and its new branding reflects its iconic status.

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Client:

The Idaho Club | Sandpoint, Idaho

Project:

Website

Description:

Many of our clients often have multiple websites - sometimes a sales site, a member site, and a hospitality site. Real Living Productions ensures that there is always consistency throughout multiple property sites, this ensures a strong brand. The Idaho Club had multiple websites that we branded cohesively. Our team also provided IDX solutions to their sales website to regularly sync real estate data from the local MLS, and display that data in a branded format.

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Client:

Atara Desert Color | St. George, UT

Project:

Digital Brochure

Description:

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Client:

Plate 43 | Charleston, SC

Project:

Brand Guide

Description:

Plate 43's brand guide represents their fun-loving and fresh personality. Elements showcase Plate 43’s innovative culinary creations while the website was designed around the concepts of how to make recipe following and cooking, easier for Plate 43 subscribers.

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