After weathering the real estate downturn, this established, upscale, private mountain golf club community located the heart of the Blue Ridge Mountains of Western North Carolina wanted to reengage the marketplace, increase interest in both real estate and club memberships and tap into new growth-potential markets. Champion Hills has two entities – the Property Owners Association and the Club’s Board of Directors – each responsible for and interested in the marketing of the club for sale of properties and memberships. This combined group engaged Maximum to create and implement a marketing strategy that provided for increased sales in both categories. The plan needed to be effective, yet flexible while delivering cost-effective results and allowing for testing of new markets for future engagements and growth. Maximum looked to simplify and clarify the brand image, improve their digital footprint and build a consistent outreach strategy aimed at delivering website visitors who would convert to a qualified lead. The target market was the high-end luxury buyer interested in retirement and club amenities, particularly those that value a high-end golf experience.
After conducting a thorough digital audit and competitive analysis, Maximum rebranded and repositioned the Champion Hills website using authentic imagery of the club and surrounding areas. The unique mountain views from the community, the beautiful golf course and membership activity both inside and outside the mountaintop clubhouse became the focus of the online presence. Next Maximum created engaging content tracks that would appeal to the expectations of luxury buyers and their emotional triggers. The roll-out of the marketing strategy included engagement with pre-identified custom segments (including competitors) aligning content/messages (real-estate and club membership) at every stage of the luxury home buyers journey through the purchase funnel. This ensured Champion Hills would be a visible and viable option throughout a buyer’s research and consideration stages.
Maximum powered the digital tactics with the new Champion Hills message(s) to increase brand engagement across all devices and in multiple platforms. Each tactic worked together in unison to deliver improved customer engagement, a more consistent lead flow to both the real estate sales office and membership sales office and historically significant sales results.
NEW MEMBERSHIP SALES
INCREASE IN MOBILE TRAFFIC
Working with you and your incredibly talented team has been the best. I love working with your whole team of rock stars. Maximum truly does rock!
Marketing Director, Champion Hills