Challenge
To use a limited budget efficiently to reach a highly affluent target audience. DeBordieu is a 2,700-acre oceanfront community in Pawleys Island. Villas sell for $600K+; homes are mostly in the 1-3 million dollar range. For approximately 75% of its owners, DeBordieu properties are second (or third) homes. As DeBordieu is primarily a resale community, its annual marketing budget is a modest one. LHWH was retained in the fall of 2001, and handled the account through the fall 2006 when our client sold his business.

Goals

• To effectively target the tiny fraction (< 1%) of the population that can afford second homes in this price bracket.
• To increase sales while working within a limited budget.
• To concentrate resources in a few key areas.
• To utilize the Internet, where more than 80% of prospects begin their real estate search, via trackable methods.

Results
LHWH achieved national reach and directed interested prospects online via high frequency, small space advertising in The Wall Street Journal. Banner advertising on Yahoo Finance generated more than 5,000 clicks to the client’s website at a cost per click of about $2.00. In 2004 and 2005, we developed a highly selective mailing list to which we sent an attractive 4-color mailer. As a direct result of these measures, during our tenure sales climbed to $60 million in 2003, $77 million in 2004, and $84 million in 2005 without any increase in the marketing budget.