Riverstone's groundbreaking luxury developments in Kensington and Fulham marked the dawn of a new era for retirees. Their vision extended beyond creating residences for over 65s; they aimed to redefine the concept of retirement living in London.
Our mission was clear: to generate high-quality leads pre-launch and sustain ongoing lead generation post-launch through a comprehensive, integrated, multi-channel campaign.
Recognising the unique dynamics of this market, we tailored our approach to align with the distinct purchasing behaviours of the over 65s. Targeting specific geographical areas, we utilised a blend of digital and offline strategies, including social advertising (Meta), Google search, Microsoft ads, programmatic display, DAX audio, PR, OOH, direct mailers, and strategic print ads in renowned publications like Telegraph and Conde Nast. Our secondary audience strategy on LinkedIn catered to potential influencers, namely affluent retirees' sons, daughters, and caregivers.
Our efforts yielded remarkable results, surpassing the target leads by an impressive 151% within the set budget. We achieved sales exceeding £3m, even during the pre-viewing phase. As we approach the end of the year, 66.84% of leads generated in 2022 remain active, emphasising the extended decision-making process in the luxury real estate sector.
Our partnership with Riverstone continues as we remain committed to building upon the remarkable momentum achieved in the year's first half. Together, we strive to exceed expectations and establish Riverstone as the epitome of 'retirement living as it should be.'