COMPASS POINTE
THE CLIENT
Compass Pointe is a gated, master-planned community on the southeastern coast of NC, just ten minutes from downtown Wilmington. Among the awards the community received are the “Best Community in North Carolina” and “Best Golf Course Design.”
THE CHALLENGE
Compass Pointe needed to acquire leads and generate sales for a new 250-homesite neighborhood being developed adjacent to the golf course.
THE STRATEGY
Compass Pointe sought to raise its profile among golfers in targeted East Coast states by building awareness and interest among those considering a golf community for retirement or a vacation home.
The campaign was designed to reach geo-targeted audiences across the marketing funnel and buying continuum. A targeted, digital golf network display campaign was developed to reach top-of-the-funnel users with little to no awareness and middle-of-funnel users with a demonstrated past interest in golf real estate. A paid search campaign was launched in conjunction with the display to reach users actively researching golf community options, or those in the lower middle to the bottom of the funnel.
THE RESULTS
The community sold 190 of the 250 homesites within the first six months, exceeding their most aggressive sales projections.
From Nov 2020-March 2021, the campaign helped generate more than 51,487 new users to the site and 760 inquiries.
DIGITAL AUDIT
Step one was a deep data dive to understand the performance of an existing general audience campaign to identify gaps in reaching the golfer cohort.
PAID SEARCH
The Google paid search and display campaign focused on reaching in-market audiences who were actively searching for real estate, have a demonstrated golf affinity and located in targeted major East Coast markets.
DISPLAY ADVERTISING
A golf-specific digital network was leveraged as a top-of-the-funnel strategy, with geo and behavioral target overlay to based on existing buyer profiles.