How FIVE19 Helped a Blue-Sky Community Exceed Their Sales Expectations

When Fleet Landing in Atlantic Beach, Florida, asked FIVE19 for help with their blue-sky community in Ponte Vedra, we jumped at the chance to help create a strategic plan. Fleet Landing at Nocatee is still under construction, so we had the unique challenge of marketing the lifestyle that future residents can expect. 

Our team started by identifying tactics that would produce the best results at the lowest costs. After implementing these tactics, we stayed agile to ensure we could optimize what worked well and pivot if something wasn't working as expected. Here's an overview of what we did, along with a summary of our results. 

1. Launched a Microsite

The first thing we did was launch a microsite — this “site within a site” was designed to promote the new community, while still allowing users to explore the Atlantic Beach campus and decide which option was right for them. Our team highlighted the benefits of Fleet Landing at Atlantic Beach and explained how prospects could expect the same level of service at the new sister property (Nocatee). 

Although we had limited information about the planned property, we were still able to showcase the community's lifestyle and amenities. As a result, just a few pages of content gave Fleet Landing plenty of conversion opportunities.

2. Created Effective Collateral

Since Fleet Landing at Nocatee isn't open to residents yet, we emphasized the benefits of putting down a deposit as early as possible. We also showcased the financial benefits of putting a deposit on Nocatee now versus waiting until it's ready for occupants.

Once the priority deposit deadline passed, the narrative about the benefits changed. One way we helped Fleet Landing conserve marketing funds is by creating collateral that can be tweaked depending on where we are in the construction process. Instead of creating new pieces from scratch, we’re able to maintain the same design and update pertinent information, keeping costs as low as possible.

3. Marketed Special Events With Direct Mail

Although new media has made it easier and less expensive to reach your audience, direct mail still plays an important role in spreading your message. FIVE19 created high-end direct mailers to help prospects understand the finishes and attention to detail they can expect from Fleet Landing at Nocatee.

The new community will have an Independent Living tower with a total of 104 apartments, 62 cottages, and 68 Independent Living flats. Fleet Landing also plans to open a separate building with Assisted Living and Memory Care services. Walking trails, multiple dining venues, and beach access are just a few of the many amenities we were able to highlight.

Our direct-mail campaigns combine storytelling with stunning visuals, maximizing creative impact. We used each piece to help prospective residents envision how Fleet Landing at Nocatee can help them get more out of life.

4. Developed Digital Campaigns

Our digital campaigns maximize ROI while delivering an experience that prospects won't soon forget. For Fleet Landing at Nocatee, we decided to incorporate addressable geofencing into our digital strategy. Addressable geofencing uses your purchase list to place ads directly in the homes of age and income qualified prospects—either digital display ads, social media ads, or streaming TV commercials. 

By capitalizing on your existing purchase list, we can eliminate wasted marketing dollars. This approach ensures that only people who meet your age and income requirements receive your personalized ads, and, when coupled with direct mail, can make a huge impact on lead generation and branding efforts. 

5. Connected With Prospects via Email

The FIVE19 team also developed email marketing blasts to generate priority and reservation depositors. In tandem with our other multi-channel marketing efforts, this campaign helped Fleet Landing obtain $333 million in financing to begin construction in less than 1 year.

The End Result: Success

By using multiple effective strategies, we far exceeded our goals. Here's how FIVE19 performed:

• 1,806 leads (232% of our goal of 780)
• 674 priority depositors (180% of our goal of 375)
• 210 reservation depositors (140% of our goal of 150)

At FIVE19, we offer strategic insight, inspired creativity, and in-depth understanding of the senior audience. We use bold thinking and authentic stories to bring positive attention to Independent Living, Assisted Living, and Memory Care communities. Our team strives to help senior living communities build trust, engage prospects, and stand out in an ever-changing industry.

Working on a blue sky or expansion project? See how FIVE19 can exceed your goals now and once your community is operational. We'd love to show you examples of our work and explain how our team of creative professionals can help you connect with your audience.