Bay Creek Case Study
Cape Charles, Virginia, USA
Offering Price Point $350K-$10M
Situated on the Chesapeake Bay in Virginia, Bay Creek has been a secluded haven for Virginians and many from the northeastern U.S. Real Living Productions has collaborated with the developers and Sales Partners over multiple releases to show consistent branding and introduce new releases that match the ideals of buyers.
Increased Sales Success Throughout Each Phase Over Multiple Years
| Branding Digital Ads Print & Digital Brochures Email Newsletters |
Renderings Interactive Floorplan Selection Tool Website |
PROJECT OBJECTIVE
The sheer beauty and expanse of Bay Creek is undeniable. The Developer team sought to ensure that the Resort, Club, and Real Estate branding have a cohesive feel to each. How do you make three distinct entities feel as one and meet the online needs of each division of the development.
STRATEGIC SOLUTION
Real Living Productions created a series of cross-branded sites to ensure cohesion between the Club, Resort, and Real Estate. Web visitors traverse between each of these sites with little awareness that they have moved to another site. The benefit—the Club, Resort, and Real Estate, get a more accurate understanding of the website visitor.
Beyond branding and marketing, Real Living Productions has developed proprietary IDX customization tools for MLS feeds. These tools allow for on-brand MLS listings of Bay Creek’s properties—so the imagery and information matches the branding, mapping, and listings carried across the brand’s standards.
Bay Creek’s resort database has been a significant resource for future real estate sales. Real Living Productions often analyzes interactions from past guests that have visited for vacation or golf. Guests who frequent a property or have significant spending habits are often qualified candidates for residential purchases. Bay Creek keeps prospects current on activities and real estate properties in their monthly digital magazine, Soundings.
Soundings is a tool to regularly keep in touch with the database and generate interest in the real estate offerings in a hassle-free environment.
Real Living Productions employs a tactic we have developed called “enclave marketing” to introduce new real estate offerings to Bay Creek prospects. The campaigns zeroes in on enclaves of properties in a select area of the community for an aggressive release push. This includes naming these distinct enclaves, creating brand stories explaining the uniqueness of that area, and generating excitement for a specific enclave within a community.
Real Living Productions believes that on average, a prospect must have seven interactions with a brand to feel comfortable with reaching out to request information about an offering.
For Bay Creek, these seven touchpoints include: digital brochures, e-blast, holiday cards, videos, and direct mailers. Collectively, they meet the goal of developing trust with prospects and staying relevant to their buying desires.
Ad placements positioning Bay Creek’s alternative to the Outer Banks. In terms of the buyer demographics, the majority of buyers are closer to Bay Creek and have an opportunity for a similar “Banks” experience in a closer setting.
Bay Creek’s award-winning holiday cards feature the area’s iconic oyster shells with a twist—as holiday decor.
“Bay Creek’s buyer profile has changed dramatically over the years. Real Living Productions addresses the differentiating factors time and time again to keep the resort and real estate components current, and relevant for the next generation of buyers.”
