We were commissioned by Haytor View to design and execute a comprehensive marketing campaign with the goal of promoting and selling their existing stock homes. Our objectives were clear: create a high-impact TV advert, strategically manage media purchases, and drive substantial sales to maximise revenue and return on ad spend (ROAS). The campaign was designed to boost brand visibility, attract high-quality marketing qualified leads, and enrich the client’s database with potential buyers.
Our approach
Listening Session
We began with an in-depth listening session with the client to fully understand their vision, objectives, and unique selling points. This collaborative approach ensured that our strategy was aligned with their goals and that we could effectively convey their key messages.
Creative Development
Our team crafted a structured script that highlighted the essential features of Haytor View, including its prime location between Dartmoor and the South Devon Coast, the residential status of the park, the low-maintenance lifestyle it offers, and the safety and security of its gated community.
The film featured engaging interviews with current residents, adding authenticity and personal testimonials to the narrative. Additionally, we included a charming cameo of one of our model dogs, Bailey, to enhance the emotional appeal and relatability of the advert.
Video production
The detailed planning for this project showed us that we need to include super high quality videography equipment. We use Sony cameras that produce 6K video down res'd to 4K video for suitable watching on TV and online platforms.
We deployed a range of equipment for ground-based cameras, stablised with the latest gimbal systems. As well as from the sky, using a range of drones, supplied by our drone specialist.
"One of the benefits of working with a drone specialist is the niche equipment they use. We were able to fly in-and-out of the properties using FPV drones, using super-wide and HDR cameras to capture the stunning light from inside and outside the properties."
We also were able to use some of the latest equipment from DJI to capture the landscapes surrounding the homes in stunning 4K details, unmatched by other drones in the same category.
Voiceover and Media Buying
We provided detailed voiceover scripts and a comprehensive brief to the media buyers, specifying the time of day, channels, location, budget, and key demographics essential to target.
This ensured that the advert reached the right audience at the optimal time.
Clearcast Permissions and Clearance
Treat Marketing coordinated all necessary Clearcast permissions and clearance for broadcast, ensuring the advert met all regulatory requirements and was approved for airing without delays.
Strategic Media Planning
We leveraged data-driven insights to purchase media slots that guaranteed maximum reach and engagement. Our media strategy included selecting prime time slots on the most popular channels frequented by our target audience.
Additionally, we utilised digital platforms to complement the TV campaign, ensuring a multi-channel presence that reinforced the campaign message across various social media, the website and Google Ads.
Post production
Our videography team brought out the beauty in the area by selecting natural tones that brought out the bright and airy style that reflected the design of the homes.
Beyond the TV ad, clips were edited to different formats and creative choices, for example widescreen, portait, and clipped to different lengths suitable for a range of social media platforms.
"One of the benefits of having a visual campaign is that it creates content that you can use for months or even years, allowing you to reach an audience for a longer period of time."
Integrated Marketing Tactics
Beyond the TV advert, we employed a holistic marketing approach that included social media promotions, email marketing campaigns, and public relations efforts.
Engaging Visuals and Text Overlays
The advert was enhanced with text overlays that conveyed essential information, including pricing, contact details, and website information, inviting viewers to explore new special offers. This ensured that viewers had clear guidance to the next steps in their buying journey.
Our Results
Sales Achievement
The campaign successfully resulted in the sale of four stock homes, generating a remarkable £2 million in revenue for Haytor View. This outcome not only met but exceeded the client's expectations, showcasing the effectiveness of our strategic approach.
Return on Ad Spend (ROAS)
With an ad spend of £25,000, the campaign achieved an impressive ROAS of 80x. This was calculated by dividing the total revenue (£2,000,000) by the total ad spend (£25,000), highlighting the campaign's efficiency in converting marketing investments into substantial financial returns.
Enhanced Brand Visibility
The integrated marketing efforts significantly boosted brand awareness and positioned Haytor View as a desirable living option within the target market.
Lead Generation and Conversion
The campaign generated a high volume of qualified leads, which were effectively nurtured through targeted follow-up strategies, resulting in four successful conversions and £2M in sales.
"The Haytor View campaign is a shining example of how creativity and strategic planning can yield extraordinary results. Our team's dedication to crafting a compelling TV advert and integrating it across multiple channels led to an impressive 80x return on ad spend. This achievement underscores our commitment to delivering exceptional value and success for our clients." — Lyn Spindley, Founder, Treat Marketing
Telling the Haytor View Story
The Haytor View campaign exemplifies our commitment to delivering innovative and results-driven marketing solutions. By integrating a meticulously crafted TV advert into a multi-channel strategy, we were able to significantly enhance brand visibility and attract a high volume of marketing qualified leads. This approach not only enriched the client's database but also positioned Haytor View as a leading choice in the residential park home market.
Our strategic blend of creative storytelling, targeted media placement, and comprehensive digital integration showcases our ability to adapt and thrive in an ever-evolving marketing landscape. The impressive return on ad spend and the successful sale of stock homes underscore the effectiveness of our methods and the value we bring to our clients.
As we continue to collaborate with property developers, our focus remains on crafting bespoke marketing strategies that resonate with audiences and drive measurable results.
Interested to learn more?
Get in touch with our team of property marketing experts today.
Call 01803 220369 or email hello@treatmarketing.co.uk
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