Blue Ridge Mountain Club (BRMC) is a 6,000-acre, master-planned, real estate development in Western North Carolina. In 2013, they were trying to recover from the financial downturn that decimated the luxury market between 2008-2010. FUEL’s task was to completely overhaul the brand, developing results-driven marketing initiatives across multiple channels and platforms.
The task for FUEL was twofold: 1) attract new buyers already jaded by the recent real estate crash, and 2) attract buyers from out-of-state markets who fit the desired demo- and psycho-graphics. FUEL implemented a highly targeted, digital marketing strategy designed to identify top-tier prospects in key, out-of-state feeder markets, and then engage them with compelling messages and calls-to-action.
FUEL's goal from the beginning was simple: 1) drive quality leads, that 2) convert to property tours, that 3) lead to actual sales. We successfully cultivated prospects once they were in the sales funnel and nurtured them with relevant messaging at each stage of the journey. Since our implementation, leads and sales have increased dramatically (see below) and BRMC is now enjoying successful, sustainable growth.
Sales leads have tripled through digital initiatives.
of overall sales leads are generated by digital marketing.
Cost for acquiring new sales leads has been reduced 10-fold (versus their previous CPA).
The number of A-level leads has increased more than 50%.
New sales growth has spurred infrastructure growth—$5 million in new community amenities.
Year-over-year increase in Discovery Tour submissions
Year-over-year increase in Property Info requests.
Year-over-year increase in Lookbook downloads.
SOAR Campaign won Best Integrated Campaign in 2018 Interactive Marketing Awards.
FUEL really understands our brand and what we're trying to do here at Blue Ridge Mountain Club. They know the type of buyer we're looking for and what makes them tick. FUEL does a great job of getting quality leads—of finding those people who identify with this incredible mountain setting and who are attracted to the strong sense of community we've created.”
— Reggie Bray, Director of Sales & Marketing
Blue Ridge Mountain Club
We've worked with FUEL for several years now and they have been instrumental to our sales success—especially over the past couple of years. Their digital marketing expertise has enabled us to really hone-in on our target audiences to drive quality leads that convert to sales. They are a big part of our success.”
— Jim Pitts, General Manager
Blue Ridge Mountain Club