Name: ElementIQ
Address: 3242 Westwood St #204, Coquitlam, British Columbia, V3C 3L8, Canada
Telephone: (604) 909-3750
Price range: $$

Client Story: Bringing Luxury and Affordability to Nanaimo

As a property developer, our client envisioned reshaping the landscape of Nanaimo, BC with two landmark projects. One – a soaring waterfront jewel in the heart of the city’s downtown core (Development A); and the other – a slice of modern, attainable living for first-time home buyers located a stone’s throw from Nanaimo’s vibrant University District (Development B).

But what began as a straightforward path quickly became one that was filled with obstacles. The provincial government introduced a foreign home buyers tax that dampened the real estate market, local residents expressed opposition to the developments, and the cost of building materials skyrocketed.

Attempting to overcome these challenges, the developer initially sought out the services of another digital marketing agency, but the desired results never materialized.

With no buildings and little interest, the property developer was in dire straits.

Development A

3,155,933

Impressions

1,000

Sales Leads

$0.74

Facebook Cost Per Click
($1.81 average cost per click)

$0.29

Google Cost Per Click
($2.37 average cost per click)

Development B

2,823,259

Impressions

1,300

Sales Leads

$0.43

Facebook Cost Per Click
($1.81 average cost per click)

$0.44

Google Cost Per Click
($2.37 average cost per click)

Overall Increase in Leads

43%

Reflection: It’s All About The Process

Following the ElementIQ tradition of drawing parallels with the world of sports, this project evokes the type of game where a team makes all the right decisions, executes the right plays at the right time, but still loses the game because the referee blows a call.

Even though we didn’t have the satisfaction of marketing these developments to completion, there’s still a lot we were able to learn from the process.

Some key takeaways:

1. Plan for the future

Working on these projects helped reinforce the importance of optics management why it’s important to anticipate and plan for community impact in a marketing strategy.

2. Identifying issues

External forces had a severe impact here, and we need to understand how we can do a better job of identifying such issues prior to engaging with a client.

3. Strong approach

Strong performance numbers validated our team’s processes. It wasn’t the end result we wanted, but we can be confident in our approach on future real estate projects.