Suncadia Case Study
Cle Elum, Washington, USA
Offering Price Point $500K-$15M
Suncadia Resort is nestled in the heart of Washington on the eastern slopes of the Pacific Northwest’s Cascade Mountain Range. The resort is a mecca for outdoor lovers, offering three championship golf courses, a world-class spa, multiple dining options, and an extensive network of hiking and biking trails, plus white-water rafting on the Yakima River. In addition to the resort, Suncadia offers hundreds of mountain modern private residences, spanning from condo-style vacation rentals, to one-of-a-kind single-family homes. Prospects have the choice of living on the resort side, known as “Suncadia” or within the gated community of Tumble Creek.
Record Sales of 356 Properties for the Year
| Marketing & Sales Strategy Media Plan Website & Landing Pages Eblasts Interactive Site Map Video Production |
Custom Land Development & Home Renderings Banner Ads Direct Mailers Photo and Video Shoot Digital Brochure |
PROJECT OBJECTIVE
Despite previous accomplishments in sales, Suncadia sought to revitalize their marketing approach to distinguish themselves from competitor communities in the Pacific Northwest. Real Living Productions developed an “enclave” marketing strategy designed to sell multiple phases of the development (both homesites on raw land and built product).
STRATEGIC SOLUTION
The comprehensive marketing strategy was designed to heighten anticipation surrounding new property releases at launch events. Real Living Productions developed creative assets and analyzed target audiences to ensure that the branding connected with prospects.
Real Living Productions created two distinct websites to help prospects understand the differences between the communities of Suncadia and Tumble Creek. Further, a collection of 65 lead-generating landing pages dedicated to each enclave, were created resulting as part of an online campaign aimed at generating interest in the different enclaves within the communities. These campaigns resulted in a welcomed jolt of web traffic for the real estate firm—averaging nearly 16,000 sessions on the Suncadia website each month. Landing pages had clear “calls to action” that prompted the user to give their contact information in exchange for Suncadia digital brochures.
Beyond the digital outreach, Real Living Productions promoted the Suncadia Brands in print ads in lifestyle publications, direct mailers, television commercials on cable and smart TV streaming, through private events and on-site in hotel rooms and throughout the resort.
A variety of videos and virtual renderings are featured throughout the sites. Visitors watch owner testimonials, lifestyle videos, golf course fly-throughs, animated renderings, and interactive site maps—all showcasing Suncadia’s distinct offerings.
Real Living Productions honed-in on prospects in the Seattle market with aggressive email campaigns. Known as “whisper campaigns,” this outreach strategy specifically targets prospects with a sense of exclusivity and anticipation for upcoming limited real estate releases at Suncadia and Tumble Creek. These e-blasts sent prospects to the enclave-specific landing pages offering exclusive information regarding the property release. Visitors could get this information by simply providing their contact information.
“Suncadia and Tumble Creek represent all that is enviable in the Pacific Northwest—world-class amenities, stunning architecture, and incredible natural surroundings. Real Living Productions tapped into these sentiments.”
