Hudson Hill Blowout Sale Increases Sales 25%
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Situation Analysis
Someone had to do something to get buyers off the sidelines and jump-start sales in this crazy, New York City residential-real-estate market.
Quinn & Co. Public Relations analyzed what developers were doing, what was effective and what wasn’t and determined only a fire sale would work. Upon showing the results to our client, Kenneth Horn, president of Alchemy Properties, Ken came to the same conclusion.
Together, Alchemy Properties and Quinn & Co. crafted a Blowout Sale at Hudson Hill Condominium at West 58th Street at 10th Avenue in New York City. Ken slashed prices 29% off the original asking prices for this mega sale. We added an industry first: a coupon redeemable for savings on city and state mansion and transfer taxes that could be downloaded from the website.
Communications
Traditional and digital media channels and platforms were used to promote the Blowout Sale to brokers and potential buyers and to drive traffic to the sales office.
E-video Campaign
The centerpiece of the communications campaign was a series of four video addresses by Ken, which were shot at Hudson Hill. We believe this was NYC’s first-ever residential development digital PR video campaign. Each of Ken’s weekly 1.5-minute chats brought updates on the Blowout Sale, reports on sales, tours of model homes and reminders of upcoming open houses. The last video e-blast announced the coupon.
Quinn & Co. tweeted and retweeted the sale and e-video from the firm’s and the team’s personal handles.
Media Impressions
Reporters and bloggers wrote up the sale because of the uniqueness of the Blowout Sale and the video campaign. Press placements included: multiple stories in The New York Times, a feature in Crain’s New York Business (including a cover teaser with photo), New York Post, Curbed.com, The Real Deal, Brokers Weekly, Mann Report, New York Real Estate Journal, and others.
Tracking
Quinn & Co. tracked the amount and origin of traffic the campaign sent to the website.
Results
- Sales have increased 25%; average signed contracts rose from one/month to one/week.
- Each week’s video e-blast sent website traffic jumping 50 percent.
- Open-house traffic rose 25%; from an average of 10 visitors/day to 40.
- Potential buyers come to the sales office with coupons in hand.
