CASE STUDY
McCombs
Properties
strategic planning, branding, creative development, media planning, digital solutions, promotion, social media
Red McCombs is a larger-than-life Texan, whose reputation more than precedes him. When the luxury developer embarked on creating beachside, bayside and lakeside properties – on the Gulf and in the Hill Country – Texans knew the properties would be something special…perfect for creating a family home.
When McCombs Properties came to White Hat, we understood that these one-of-a-kind, legacy residences required, and deserved, more than mere brand building and lead generation.
The Challenge
As McCombs developments mature from concept to community, the communications require marketing on two levels – on a brand level to give prospects permission to buy and on a product level to give them reasons to buy.
Permission issues are deal breakers…Should I choose this developer…Is this the quality we want…Is the financial stability what I need? Reasons to buy are decision makers…locations and features…vistas and views…and one-of-a kind details.
Get the attention of discerning buyers…plus, give them rational comfort with the developer and enable emotional attachment to the neighborhood and residence.
The Strategy
The first part of the strategy is to elevate the properties under a powerful brand. The new McCombs Properties umbrella immediately establishes excellence in craftsmanship, world-class amenities and rock-solid financials. Prospects are not only buying luxury and the exclusivity of these locations, they are establishing a family legacy.
The second part of the strategy is to evangelize the individual communities to differentiate them and make them more appealing. Romance the characteristics that make the neighborhoods and residences irresistible and one-of-a-kind (e.g. lush landscapes, nearby lakes or coastlines and excellence in craftsmanship and design.)
Brand the communities as McCombs Properties, and evangelize the residences’ unique and special details to differentiate and elevate.
The Results
The communications (website, multi-page units in luxury print, oversized brochure and national, statewide radio campaigns) have successfully established each community as part of the exclusive McCombs Properties collection. The individually tailored community campaigns and tactics (showcasing the individual properties) have attracted many new prospects, driven qualified buyers to the properties and closed sales.
> Social Media Results
> Lead Generation Results
For organic social content, the three McCombs Properties saw on average:
150%
Increase in Reach
190%
Increase in Engagement
190%
Increase in Clicked Links
200
Qualified Leads in a Three-Month Period
The Work
