2010 Marketing Awards:
Best Marketing Campaign for a Property
Winner: Susan Lowe
Chase International, Lake Tahoe, NV
A $100 million dollar property represents a special marketing challenge. You must target market effectively while maintaining the owners’ privacy. Details about the property need to be limited to qualified prospects.
To acheive this, Susan Lowe and Shari Chase at Chase International created a marketing campain with three levels of marketing collateral, each with an increasing level of information and detail:
- The first is for the public and casual enquires
- The second for other agents and not-yet-qualified prospects
- The third is limited to serious prospects who have been qualified.
There are both print and online resources at each level.
The marketing support pieces they have created highlight the property’s uniqueness and illustrate the point that the quality of the materials must reflect the quality of the property. For example, their 16-page brochure includes beautiful professional photography--each image accompanied by a haiku poem. The cover features an original watercolor of one of the home's views printed on fine watercolor paper. As the judge told us, these materials are “perfectly appropriate” for this level of the luxury market.
Their marketing plan goes beyond advertising and collateral--there is a stong communication component. They have done a masterful job of leveraging public relations for property exposure -- the listing was first announced in a major story in The Wall Street Journal and there has been follow-up coverage as well.
Congratulations on a superb campaign Susan!
