The Client
Developed by PaulsCorp, Laurel in Chery Creek is a 12-story collection of 71 residences ranging in price from the mid $700,000s to over $5 million for the opulent penthouse. Featuring the industry’s finest designer finishes and amenities reminiscent of a five-star hotel, Laurel represents a step up in the metro-Denver luxury real estate landscape.
The Opportunity
A property can look like the Taj Mahal, but it still takes some resourceful outreach to make it stand out, especially in an ultra-luxury market like Cherry Creek North. Decibel Blue was brought on to be a catalyst for the final phase of home sales. There were 28 homes to move.
The Strategy
We devised and implemented a fully integrated marketing campaign targeting both affluent buyers, as well as brokers.
On the digital side of things, we managed Laurel’s entire social media presence, highlighting featured residences, as well as lifestyle and community amenities including original photographs taken by our very own creative director, David Eichler. Supplementing organic content with paid posts, we achieved a 130% growth in followers. Email marketing played an important role as well. Decibel Blue developed messaging and promotions to keep the momentum going, achieving nearly a 35% average open rate, which far exceeds industry standards. Finally, our digital campaign focused on ads in major business and lifestyle publications such as Colorado Expressions, Denver Business Journal and Business Den.
At the same time, we developed the media budget and creative to roll out a traditional advertising blitz. This included a dedicated campaign to reach the LGBTQ community with a partnership through Out Front Magazine. Finally (phew) geo-targeted, free-standing inserts in the Wall St. Journal and New York Times to hit the high-end demo again.
We also supported this campaign through our PR work on behalf of our other client Kentwood Real Estate. Decibel Blue conducted media outreach for Kentwood’s highest-producing brokers who represented the top condominium sales in Cherry Creek in 2019, including Laurel’s penthouse which was the highest-priced sale at an astounding $5.3 million.
The Results
After nine months, every unit was sold. We even had a resident thank us. Ok, technically they commented on the great ads, but that’s as good as a ”thank you” for an agency.
