The Morningside Resort community and country club in California wanted to promote its $1 million-plus homes to interested prospects – primarily golfers.
It offered many features:
- A Jack Nicklaus designed golf course,
- Location in the high-class Palm Springs area, and
- Amenities for wealthy people who demand and expect only the best.
However, competition in the area was high … and the second-home market was suffering.
So, my team at CDMG Inc. created an upscale, high quality, personalized direct mail package and a powerful video. We also took a new direction in list modeling.
The envelope was classy. The best in personalization.
The offer was fantastic: A free round of golf at the community course when they came to look a place over.
The letter, printed on quality paper with a grey tint, called the reader’s attention to the many benefits of the country club, facilities, residents, and the golf course.
And then we data-mined to create a list of highest quality prospects.
But What About Conversions
The powerful direct mail campaign would generate the leads, but what about the conversions?
Well, our research has shown that spouses often kill responses. So, as part of the conversion sequence, we included a powerful video to build powerful desire for both the husband and wife to enjoy the experience of visiting.
It worked!
Both leads and conversions exceeded expectations and goals.
Our million-dollar homes direct mail campaign succeeded in generating quality leads, exceeding all previous offers, and converting leads into multi-million dollar sales.
Would you like to have more leads and higher conversion rates like Morningside Resort’s direct mail campaign? Call me at 310-212-5727 and let’s talk.
