Generating Buzz for Residential Real Estate Listings and Developments

This month I had the wonderful opportunity of helping to judge marketing awards entries for the Charleston, South Carolina American Marketing Association’s annual Spark! Awards event. It was so much fun to learn more detail about some of the great marketing work coming out of the Charleston area. I was truly impressed.

Of the various campaigns and efforts I learned about, there were a handful of awards entries I came across that had to do with the marketing of real estate, specifically residential listings and/or new residential communities, and I wanted so share some of the great examples of innovative marketing I came across. Check out these three case studies below.

The 4420 Wando Farms Road Inbound Marketing Campaign

Most of the time, residential and especially commercial listings are marketed through email blasts, listing services, relationships, print/digital collateral, websites, sometimes factual video overviews, etc. But in this case I came across a listing for a multi-million dollar residential listing that was truly unique to me as it placed a cast of characters in a setting that provided an overview of what it would like to live at the location being marketed in a way that told the story just beautifully, while also capturing the unique details of the home. You can watch this video here:

In addition, this company created an eBook, used blog posts and various other strategies to define a truly effective inbound marketing strategy.

Summers Corner Master Planned Community Marketing

Summers Corner is a new master planned community that is located in Summerville, South Carolina. The goal of the marketing process was to generate buzz and engagement for a new residential community with a focus on living simply and enjoying a slower pace of life. Here’s an example of some video clips that were produced as part of a well-coordinated strategy to include events, social media, print advertising, direct mail pieces, and website development:

Click here to view the agency’s full case study on this project. You can also visit the Summers Corner website here.

Nexton Grand Opening in Summersville, SC

Nexton is a planned, 4,500 acre mixed-use community in Summerville, South Carolina that’s focused on “how people want to live today,” which held its grand opening last April. The community offers a mix of technology, healthy lifestyle, and abundant choices for its residents. Phase II, coined Brighton Park, launched in 2015 and included 675 homes, a new 30-acre park, and elementary school. In 2015, Nexton celebrated the opening of its new park with a sold out concert, hosted its first Octoberfest to bring together community memebers, and also created buzz for the opening of a new elementary school with a Cocoa Cup 5K focused on kids. A video about the overall community is here:

And here’s a recent recap of their Cocoa Cup Classic:

Now, who wants to move to South Carolina? 🙂


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