Challenges: Real estate communities located in highly competitive environments are required to approach marketing and communications efforts in a creative manner. These communities must identify ways to differentiate themselves and connect with potential residents and buyers. This is especially true online as more and more people search for their next home on the internet and through social media. The Village at Gateway, a mixed-used development in Chesapeake, Virginia engaged Commonwealth Partnerships (CWP) to develop and implement a campaign to reach potential buyers for the community’s luxury two-bedroom condos.
Solutions: As consumer preferences shift, one trend has remained constant: the power of referrals and word of mouth marketing. CWP recognized that buyers want to hear from someone they can relate to and who understands their concerns. Working with the developer, we identified multiple condo owners who lived at The Village at Gateway and were happy to call the community home. CWP approached these individuals and produced video testimonials allowing them to explain in their own words why they chose this community and what advice they would offer to others.
Results: The video testimonials were a huge success and these residents became the best spokespeople for the community. CWP selected a variety of residents who had distinct experiences so they could each discuss their unique perspective. The brief videos became an instant sensation in the community and were cited by prospective buyers searching for condos. Most importantly, the videos were leveraged on the website and social media. On Facebook, for example, the video testimonials received over 30,000 views between June and August 2016.