Our Brief
- Located 2 hours from Bangkok and 90 mins from the international airport, Sunplay Bangsaray is a collection of 77 luxurious apartments and 89 private pool villas.
- Client’s digital marketing strategy was fragmented.
- There was no clear nor concise digital lead generation strategy in place.
- There was no lead nurture sequence put in place.
- Limited understanding of digital strategies (AdWords, EDM and strategic targeting).
- No Landing Page to capture leads except for website.
- They had not segmented their buyer profile and was trying to market too broadly.
- Majority of sales were from referral sources and they were looking for new methods to reach a larger audience outside of direct channels.
Our Solution
- Conducted a comprehensive review of Sunplay’s lead generation and marketing strategy.
- Conducted interviews and surveys with residents and investors who had bought into the project to understand their key motivations, reasons, pains and experiences with this project.
- We were able to identify two clear buyer profiles and the emotional reasons why they decided to buy into Sunplay.
- High net worth expatriates with strong ties to Bangkok
- High net worth locals who lived near the project
- Crafted 2 uniquely different strategies to target the 2 major buyer profiles due to their different motivations.
- We worked very closely with the Managing Director to recraft all the literature and narratives for this development’s USP with a large focus on wellness real estate.
- Client then appointed us to execute this strategy.
- We built a Lead Generation platform via Email Direct Marketing, LinkedIn and Facebook to generate real enquiries.
- We reviewed their AdWords campaign and realised that the keywords they were previously bidding on were too closely associated to undesirable search parameters, particularly “Pattaya” as Sunplay’s core buyers were sophisticated and had no desire to frequent this location. We gave a new set of key terms to bid on.
- We researched high net worth expats in Bangkok and specifically created Email campaigns to target this high net worth audience.
- Created an automated nurture sequence.
The Results
- We launched the campaign and consolidated their email database, now having approximately 4000 emails.
- Each EDM sendout generates conversations.
- 80 enquiries under 2 months at AUD $17 each.
- Enquiries inbounding from high net worth buyers from South East Asia.
- Adding 300 emails each month of high net worth expats into database and doing direct marketing.
- Advertorials published in publications for The Big Chilli and Expat Life in Thailand.
