Zuidburg is an assisted living project in the South West of Belgium near the coast.
USP: Living at the coast at the prices of the hinterland. As a strategy we have chosen a ‘Sweet Living in Zuidburg’ theme (associated with bees and honey). As assisted living is linked to the elderly however, we didn’t want to go too far down that route. Since the competition is quite fierce and many projects situated in the same area and with the same target group were launched around the same time, we are projecting a strong and recognisable theme.
The Zuidburg website has a home page that expresses the Sweet Living theme with graphic elements featuring honey and a relaxed look & feel that is especially addressed to our 60+ target group. The brochures and flyers that were produced have that same relaxed style and are very tactile through the use of special printing techniques.
The media campaign got off to a flying start with leaflets being distributed around the site. We started very regionally and expanded gradually into wider circles around the project. We had 2 target groups: Seniors looking for a nice place to live with lots of services and small investors looking for a good ROI. We put flyers in all mailboxes in West Flanders and advertised in specialised editions that featured the ‘care’ section/category. Facebook, Google Adwords and Search were of course part of the mix. To target the investors we also sent out mails to an investor database with adapted investor content.
It was quite difficult to track the result of the campaigns as the prospects often phoned directly to the agents instead of leaving their details on the homepage form. However, 6 months into the sales trajectory, 65% of the project was sold which was exactly in line with our objective. Quite a good result in this competitive environment.
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