B.F. Saul, the developer of Circle 75 Townhomes in Smyrna, Ga. turned to a search engine optimization and social media program in the middle of 2009 to propel the sale of its final 48 remaining units. Aggressive discounting and a targeted Realtor eflyer campaign worked in conjunction with the online program.
The Circle 75 news blog launched in July 2009 as the foundation of the social media and online marketing program. Through the use of targeted keywords and search engine optimization, the blog attracted more than 2,600 unique visitors creating a bigger lead funnel for converting internet browsers to home buyers.
Traffic to the main Circle 75 website increased 658 percent from January 2009 to January 2010 and 562 percent February 2009 to February 2010 – this represents an overall increase in web site traffic during the campaign of 469 percent from June 2009 to February 2010.
The target market was first time, townhome buyers in Cobb County. Marketing objectives were fairly straight-forward -- to increase keywords, overall website traffic and sales. The community reached total sell out in only eight months after the launch of the blog.
The blog improved the community’s search engine optimization by capturing more keywords for the main website (a 175 percent increase) and overall website traffic increased 469 percent. The blog contributed to the complete sellout of the Circle 75 townhome community in eight months by enhancing the community’s Internet presence in the search engine’s traffic. Stories posted on the blog included both specific information on Circle 75 townhomes and area events. There was a strong focus on community attractions, such as Smyrna Market Village and the communities hip Smyrna – Vinings location.