Integrated Marketing Propels La Baia North to 65% Sold
Integrated Marketing Propels La Baia North to 65% Sold
Client
La Baia North
Project Brief
Following the successful sellout of luxury residential condo development La Baia Bay Harbor Islands, Continuum Company launched sales for La Baia North, a 57-unit boutique sister development just 1,000 feet down the road, which faced a tougher competitive landscape and volatile market conditions.
Project Brief
Following the successful sellout of luxury residential condo development La Baia Bay Harbor Islands, Continuum Company launched sales for La Baia North, a 57-unit boutique sister development just 1,000 feet down the road, which faced a tougher competitive landscape and volatile market conditions.
In a changing market landscape, a more agile and dynamic approach was needed to combat imbalanced, slow absorption.
Challenges:
1. Imbalanced Sales: Slow absorption rate and imbalanced sales between East and West-facing units.
2. Price Disparity: Significant disparity in pricing between the East (Waterfront) and West (Sunset) units without any differentiation in marketing.
3. Limited Direct Buyer Engagement: Reliance on broker-led transactions and low buyer-led sales
In a changing market landscape, a more agile and dynamic approach was needed to combat imbalanced, slow absorption.
Challenges:
1. Imbalanced Sales: Slow absorption rate and imbalanced sales between East and West-facing units.
2. Price Disparity: Significant disparity in pricing between the East (Waterfront) and West (Sunset) units without any differentiation in marketing.
3. Limited Direct Buyer Engagement: Reliance on broker-led transactions and low buyer-led sales
Strategic repositioning of the Sunset and Waterfront Collections increased list price/sq ft and achieved higher sales.
Repositioned Waterfront & Sunset Collections to highlight the value of both types of inventory.
Launched a comprehensive marketing strategy, showcasing Bay Harbor Islands' quality of life and the Continuum brand track record.
Enhanced brokerage support with data-driven insights to maximize price per sqft and commission savings through buyer-led sales.
Strategic repositioning of the Sunset and Waterfront Collections increased list price/sq ft and achieved higher sales.
Repositioned Waterfront & Sunset Collections to highlight the value of both types of inventory.
Launched a comprehensive marketing strategy, showcasing Bay Harbor Islands' quality of life and the Continuum brand track record.
Enhanced brokerage support with data-driven insights to maximize price per sqft and commission savings through buyer-led sales.
+40% Inventory Sold in 18 Months
Since our takeover, La Baia North sales increased from 21% to 61% overall, with 7% increase in average purchase price/sq ft.
Achieved a 65% Faster Absorption Rate
Introducing the Sunset and Waterfront Collections and data-driven marketing led to quicker sales, and speedier buyer-led transactions.
3x More Buyer-direct Sales
We reduced buyer agent commissions by $421,000 through buyer-direct sales, which transacted 60 days faster from lead-to-close than those that were broker-led.
+40% Inventory Sold in 18 Months
Since our takeover, La Baia North sales increased from 21% to 61% overall, with 7% increase in average purchase price/sq ft.
Achieved a 65% Faster Absorption Rate
Introducing the Sunset and Waterfront Collections and data-driven marketing led to quicker sales, and speedier buyer-led transactions.
3x More Buyer-direct Sales
We reduced buyer agent commissions by $421,000 through buyer-direct sales, which transacted 60 days faster from lead-to-close than those that were broker-led.
"Through the repositioning of the collections and our integrated marketing & sales approach, we increased the absorption rate and increased pricing on both collections. Our strategy not only addressed the price disparity but also significantly improved buyer engagement, leading to remarkable sales performance."
Carl Lorins, Account Director
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