Case Study

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Challenge

Patrick Square is a coveted, one-of-a-kind traditional neighborhood development in Clemson, South Carolina-just minutes from the Clemson University campus. Within its 173 acres is an elevated living experience that blends traditional family values with premier amenities. The homes, town center, architecture, activities combine to create a thoroughly walkable community with a distinctive sense of place-for residents, business owners, and visitors alike. Trouble was, they weren't getting enough qualified leads-individuals and families who were an ideal fit for Patrick Square. They came to FUEL for three specific reasons: 1) to tell their story effectively, 2) build awareness with quality prospects, and 3) convert those quality leads into tours and sales.

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Strategy

Heretofore, Patrick Square had a wonderful story to tell it just hadn't been told optimally up to this point. In essence, there were many pieces of the marketing puzzle that weren't as integrated or impactful as they could be. FUEL started at the beginning: telling their story in a more meaningful way and creating a consistent brand look/feel that was reflective of Clemson's most prestigious neighborhood. In just a few weeks, FUEL created a highly strategic set of marketing materials, including a digital look book (vision brochure), stationery package, new print ads, outdoor boards, and a digital marketing campaign-all designed to get higher qualified leads from families and individuals that fit the demo- and psychographics.

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Results

Even though it's been just three months, the results have been dramatic. The new branding and positioning elevated the brand to a level that would better resonate with its core audience-and the integrated digital and traditional marketing campaign dramatically increased that leads that converted to property tours, resulting in an actual home sale, the direct result of FUEL's marketing efforts.

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Numbers

45

A new home sale in the first 45 days.

133%

Leads have increased by 133%.

170

Qualified conversions are at 170 and counting.

$80

Cost per conversion has dropped over $500-going from $620 per conversion to $80.

We engaged FUEL to help us refresh our marketing, tell our multi-faceted community story and meet the expectations of today's consumer. We trust FUEL's approach to applying the right mix of digital marketing tools, strategies and creative concepts because it is paying off in more qualified leads and traffic. They have taken us to a higher level of visual and technical sophistication - and truly understand our product, mission and culture.

— Susan Jezek, Director of Marketing & Strategic Partnerships
JMC Communities

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