Marketing vacation homes in a tight market

This vacation real estate marketing project launched in 2007 and continued into 2008. Working with B. James Branding Group, Randy collaborated to produce for Second Homes at Deep Creek Lake:

• • a 2008 marketing plan and budget
  • a 3-part direct mail series for Q1 & Q2
  • a multi-piece new sales kit

Three direct mail pieces went to the wealthiest Top 5% of households in Baltimore, Washington DC and Pittsburgh.

In August 2008, the team launched a media relations effort in Pittsburgh, Baltimore and DC. Using a custom media list of 75 contacts including Real Estate, Homes, Lifestyle and Vacation writers and editors, press releases [PDF] and kits were customized for each market.

In the 3rd quarter of 2008, five fractional interests in the vacation homes sold, doubling the sales from the previous two years.