Communications That Captivate
Azure Ala Moana, a Honolulu mixed-use condominium tower, needed to communicate their sales messages to a range of potential buyers. From first-time homebuyers to savvy investors, to expert real estate brokers, everyone needed to be considered. How could we keep this varied audience engaged and interested in Azure?
We created a newsletter-style email with topical content that appealed to a variety of readers. In addition to project updates, our email content included captivating information such as neighborhood news and events, insider real estate tips, infographics, floor plan features, custom video content, comparison information, and more.
Consistency and high-quality content kept our audience engaged and interested. The emails yielded very high open rates throughout the campaign, consistently getting 35% and above, with a high of 46%. This compares to typical real estate industry emails averaging an open rate of 15.8%*. These strong numbers resulted in Azure Ala Moana reaching the sales goals required to kick off construction.
*Source: March 2019 Average Open Rates by Industry
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