Social marketing is changing the marketing world, and real estate development is no longer an exception to the rule. For Cotton & Company’s client, Alteza Residences above the Grand Hyatt in Downtown San Antonio, the sales and marketing challenge focused on creating an appreciation for an urban lifestyle in the land of sprawling ranches and mansions.
Word of mouth exposure has always been a key driver of success, and today’s social channels provide an outlet unlike any other. The key is tapping into the conversation that’s already occurring, and sharing information people find interesting and valuable. When the stars align, the impact is dramatic.
So what does this have to do with Gene Simmons? Well, he opened a new restaurant at the AT&T Center in San Antonio last month. For Alteza, being the ambassador of the good news paid off with high dividends. The announcement of the restaurant was featured in the Press Section of Alteza’s website. A link to the blog was posted on Facebook and Cotton promoted the post to a targeted demographic and psychographic profile audience with a whopping $30 budget. As they say….the post went viral!
It was shared 4,762 times, reaching over 37,000 people, resulting in more than 100,000 visits to the Alteza website in less than a week. They came in to read the article, but many of them explored further. Traffic to the floorplan page increased from 150 visits to 1,200 visits in a single week. Planned open house events gained tremendous exposure and the phone began ringing off the hook. Alteza was the talk of the town, and Gene Simmons’ new venture rocked the house.
Since the article ran on December 6th, Alteza has sold four residences. An Open House event welcomed over 200 attendees and local brokers are actively engaged in the community. Alteza will continue rocking and rolling in 2016!
To learn more about the innovative real estate marketing programs developed by Cotton & Company, visit cottonco.com
