The Morningside Resort community and country club in the Palm Springs area of 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 due to a recession and housing downturn.
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 mailing list modeling.
The envelope was classy. The best in personalization was used. It looked as if it was from one friend to another.
The offer was fantastic: A free round of golf at the golf course when they came to look the 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 generated high quality 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.
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If you want to learn more about how to effectively market to your prospect through inflation, please do not hesitate to give us a call at 615-933-4647 or email Craig at [email protected]
