The Residences at W Atlanta faced significant sales challenges and struggled to attain the cachet that had come more easily to the hotel. What’s more, economic conditions had created a volatile market. At the time of our engagement, the residential sales campaign had been dormant for several years, conventional financing was not available to W buyers, and hopes for an alluring downtown shopping district had dissipated. Only one unit had sold successfully — and there were 73 left to go.
We recommended a reimagined sales program for The Residences that leveraged the success and identity of the W downtown, keeping price and value at the center of the campaign. In promoting the value message, we also needed to keep in mind the evolved core values of the W brand but remain realistic about the state of the real estate market. With this as our mission, our team embarked on a two year campaign, ultimately funneling our services into pay-per-click, search engine optimization, and social media.
We have increased The Residences Facebook likes by 17% annually, drove more than 4,000 users to their page via a Facebook ad, and in total sent more than 2,000 referrals to their website from Facebook alone during an eight-month period. We’re proud to report that, during the same time frame, The Residences were 65% sold.