102 Scenic Drive – Lethbridge Condos

How 102 increased volume of leads by 400X & garnered $50M in condo sales.

Lethbridge’s only resort-style connected condo.

Platforms

Google, Facebook, Instagram, LinkedIn, Twitter/X

What We Did

  • Strategy

  • Content Creation

  • Optimization

  • Channel Expansion

  • Tracking & Analysis

102 Scenic Drive is a resort-style condo project located in Lethbridge, Alberta. While the project was generating a great deal of attention from its Sales Centre at the local mall and through organic channels like its social media pages, a key component of improving its market position and increasing lead generation and sales for its team was to launch a robust digital buyer acquisition program across multiple paid channels. 

Over the course of 3+ years, Point Digital Marketing has been able to build and sustain an advanced growth marketing program, help the 102 Sales Team reach aggressive sales targets and ultimately support the whole team through the construction of the project's first two phases.

Goals

Exploring Digital Avenues

Engage in a comprehensive exploration of various digital marketing channels to uncover potential avenues for significant condo buyer acquisition.

Lead Conversion Strategy

Develop a strategy centred around a buyer acquisition process that emphasizes the project's unique selling proposition, attracts new prospects for the sales team to work with, and effectively transforms these leads into written condo deals.

Growth and Scalability

Focus on expanding and scaling various online acquisition channels, ensuring they align with 102 Scenic Drive’s objectives for consistent revenue growth and sales budget.

Analytics and Performance Tracking

Collaborate with 102 Scenic Drives executive and sales teams to gain insights on tracking complex buyer journey stages, integrating these insights into an effective performance marketing approach.

Strategic Marketing Leadership

Take charge of orchestrating the performance marketing strategy across internal teams, address marketing technology challenges such as advanced lead tracking with the sales team, and coordinate with external partners to ensure campaign alignment with mutual objectives. 

Solution

Holistic Multi-Platform Approach

Point Digital Marketing crafted a comprehensive multi-platform strategy encompassing key networks like Facebook, Google AdWords, LinkedIn, YouTube, and other social channels. Collaborating closely with the 102 Scenic Drive team and other external partners, we formulated targeted positioning and identified specific audience segments for each channel.

Dynamic Optimization Approach

Throughout the initial year, the optimization benchmarks evolved swiftly. Point Digital Marketing set these evolving objectives and dynamically adjusted the campaigns to align with these targets.

Broadening Channel Reach

Before partnering with Point Digital Marketing, 102 had a presence on two major advertising platforms with basic strategies. Within a year, the collaboration expanded to over six major platforms, each featuring intricate, tailored and impactful strategies.

Advanced Data Analytics

In alliance with 102 Scenic Drive's internal team, Point Digital Marketing honed its expertise in tracking detailed customer journey actions, incorporating these insights into a sophisticated performance marketing strategy.

RESULTS

400x

LEAD VOLUME INCREASE

50M

SUCCESSFUL SALES REVENUE GENERATED

Point worked hand-in-hand with our in-house team to craft a strategic vision for our ambitious project’s sales and marketing programs. They also ensured that every aspect of the digital marketing program was carefully managed and dollars accounted for. The project would not have the success it has to date if they were not a part of our team.

Douglas Bergen: Co-owner, Phase One Construction

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