CAPRICE MARBELLA
powerful strategy to sell what no one was able to sell before
We inherited a real estate project with huge shortcomings, that was also preceded by a failure in sales and a bad reputation. Together with an important international investment fund, we created a strategy to redefine this symbolic real estate development in Marbella.
CAPRICE MARBELLA
powerful strategy to sell what no one was able to sell before
We inherited a real estate project with huge shortcomings, that was also preceded by a failure in sales and a bad reputation. Together with an important international investment fund, we created a strategy to redefine this symbolic real estate development in Marbella.
Goals
- To re-launch the sales process of a real estate development preceded by a bad reputation.
- To create all the necessary channels to position the new brand, Caprice Marbella.
- To analyse and inform the different stakeholders about the state of the market.
Challenges
- To give a quick, efficient, and creative response to the challenges that COVID-19 brought.
- To change the negative perception the real estate agents had about this development and to build a continuous communication plan with them.
- To reach potential clients with an average spending power of +1 million Euros, to keep them engaged and make them fall in love with the project.
Naming, branding + strategy
From the beginning it was clear to us who were the perfect brand ambassadors for this project. We organised an Open House event in Atelier by Dani García in Marbella, where we revealed all the new brand positioning work to the most important real estate agents and celebrities in Marbella, to showcase that Meisho Hills was history, and to introduce this attractive product called Caprice Marbella.
Thanks to a careful choice of online and offline actions we created a project of excellent quality that wowed both the professionals in the business as well as the end customers.
Marketing catalogue with handcrafted binding. Every detail matters – we designed a Japanese binding with the shape of the logo for a 64-page catalogue which we feel particularly proud of.
We also designed an appealing website in two languages that has been the main source of information for final customers and agents. We also created a Private Area for real estate agents, where they could download information and high-resolution images, which was an excellent communication tool between them and the marketer.
Working through COVID-19
Covid-19 altered the plans of companies and people alike. But success always lies in the ability to adapt and react. At Imagen, we proposed fast response actions and two weeks into lockdown, we had already created a new campaign with a different target. Did anyone imagine in July 2020 that we could sell villas worth 1.4 million euros through video calls?
We developed a complex framework to share video calls between real estate agents, sharing video without delays or cuts, and allowing them to keep a perfectly smooth conversation.
To research, analyse and report
Something constant about this project was the continuous research of the market, which was even more important during these uncertain times. We continuously created reports and studies to report and justify the investment made, building a total transparency policy with our client.
Conclusions
As part of our commitment with this project, we improved the workflows and sale processes that Caprice had. We worked with the sales team and were part of their training sessions in order to be able to refine their ways of working until creating a strong and unique sales process.
We measured success not only by deposits on the properties, but also through different KPIs that allowed us to balance the various products and to know the intentions of the different users, being able to turn them into leads. We then made sure we kept those leads activated, engaged, and captivated with the product.
EVERYTHING SOLD
21.000.000
euros sold in 24 months with an average spending of 1,4 million per unit. And all of that in the middle of COVID-19 lockdown!
180 DAYS AFTER LAUNCHING
511 Agencies
regained trust in this development thanks to the rebranding campaign where we positioned the brand Caprice.