Any and all marketing and advertising methods were on the table to sell out Canopy Oaks, a new luxury homes community in the Orlando Metro area’s highly competitive real estate development market. Matt joined Canopy’s executive management team along with Bob Gibson, a legendary Florida real estate advertiser and creative, to plan and execute Canopy’s brand and product marketing strategy. We had weekly KPI analysis reporting presentations for the executive team, and discussed monthly and quarterly marketing efforts to keep our momentum going.
As of 2020, Canopy was able to sell out their inventory of custom luxury homes units. More importantly, our agile marketing strategy was able to adapt to capitalize on the dynamic real estate market to give the highest possible profit returns while we sold out the community. We had 4 different “re-frames” throughout the 3 years with Canopy where we revamped the messaging of the company based on season, changing inventory, higher home prices, local trends, and changing buyer profile. This included adjusted APIs, new buyer personas, website redesigns, new graphics, new videos, new photos, new messaging, new ads, and opening/closing different marketing channels as we watched our results carefully.
It was a pleasure to not only supply specific real estate development marketing services, but to work as a part of their executive team to shape and steer the development of one of Orlando’s most successful luxury home communities.