Case Study

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Challenge

The Reserve at Lake Keowee is a stunning, waterfront community on one of the area's most sought after lakes. Offering a Jack Nicklaus Signature Golf Course and a wide range of premier amenities, The Reserve enjoys a mild, four-season setting in the foothills of Upstate South Carolina. The Reserve came to us for three reasons: 1) they wanted better content/messaging to differentiate themselves from the competition, 2) they wanted to attract higher quality leads, and 3) they wanted to sell homesites at their newest property release, Peninsula Ridge.

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Strategy

FUEL's primary objective was to drive quality prospective buyers to come tour Peninsula Ridge. To do that, we needed to enhance their messaging by highlighting their key points of difference and by elevating the graphics and visuals, making them more impactful and emotional. We targeted both younger families as well as empty nesters within very specific psycho- and demographic parameters. We created a strategic alignment document that served as the blueprint for our marketing initiatives, which combined both traditional and digital tactics: paid search, Google AdWords, digital ads, landing pages, print ads, email campaigns, blogs, and more.

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Results

In the course of one year, FUEL has been able to overhaul The Reserve's look/feel/message in order to better tell the brand's story and connect with their target audience groups. Numbers of course bear that out. Through a mix of integrated traditional and digital marketing, FUEL helped The Reserve dramatically increase conversions, tours, and sales.

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Numbers

933

Leads, or Goal Completions, increased from 463 to 933 (and the quality of those leads increased as well).

40%

The conversion rate increased by 40%.

47%

Number of clicks increased by a staggering 47%.

30¢

Cost-per-click was reduced by 28% to $0.30 per click.

$70

The amount paid per conversion was slashed by $70 per lead.

Working with FUEL has been a wonderful experience. Their team has a thorough grasp of our unique offering as well as our various target audiences. Best of all, they have the marketing and digital capabilities to get key messages out to our targets effectively and efficiently. We are very pleased with the fact that the number and quality of our leads have increased while the cost per acquisition has dropped significantly. Their attention to detail and quality of their work is why we chose to partner with FUEL.

— Becky Weedman Gilstrap, Communications Manager
The Reserve at Lake Keowee

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