IMI Worldwide Properties, an integrated real estate sales and marketing firm focused on luxury communities around the world, sought innovative ideas for generating leads and interest in the Espiritu at Palmilla development, an ultra-high-end real estate development in Los Cabos, Mexico. The challenge for this project was creating a set of tactics capable of capturing the attention and interest of the time-impoverished target audience — individuals with a net worth of over $30 million.
We developed a highly targeted campaign centered around a visually stunning, 24-minute live webcast series called “This Is Living”. This webcast was supported by an email marketing campaign which targeted potential leads and encouraged them to tune in to the live event. The second round of e-blasts included a teaser trailer for the webcast to bolster interest.
Infinity strategically chose to create a webcast, rather than a static video, because it allowed viewers to engage directly with the IMI team by asking questions and getting immediate answers during the event. The webcast highlighted Espiritu at Palmilla properties, provided virtual tours of some of the available homes, and showcased the surrounding communities. The video also included stunning shots of the setting, interviews with current residents, in-depth looks at the properties and their amenities, and event highlights from the culture and nightlife of Los Cabos.
The email campaign and teaser video proved to be effective in building interest within the ultra-affluent real estate market, and viewership of the webcast surpassed its goal by 45%. The webcast page received a total of 319 unique visits during the campaign, and several new relationships were established.
The ”This Is Living” project won three W3 Silver Awards and two MarCom Gold Awards.