In ensure project viability, The Hearthstone needed to secure 11 deposits prior to breaking ground on The Cove East, a new condominium-style community consisting of 22 upscale units in Seattle’s Green Lake neighborhood.
We developed a print, direct mail and online campaign that focused on the extreme rarity of this new community in a prime location. The concept compares this unique opportunity with something that is also very rare: Capturing a glimpse of the legendary Green Lake Mermaid. This edgy, highly creative campaign couldn’t be ignored.
While the marketing team planned to use this campaign for a 12-month period, the unprecedented level of response accomplished their goal in just 90 days! Two open house events generated 260+ attendees and resulted 15 pre-sells. A $35,500 marketing investment resulted in $8.9 million in deposits for all 22 units. We calculated a 250:1 ROI for marketing dollars spent.