GO BIG & GO HOME

Watermark at Bearspaw is a pretty awe-inspiring place. We were tasked to create a campaign that would successfully showcase the spectacular homes, the estate lots, the parks & water features, along with the outstanding communal amenities. This multi-award winning community sells itself. Job done.

However, the million dollar plus executive home market is highly competitive and highly affected by the booms and busts of the Calgary economy. Watermark needed more.

Our client revealed that prospective home buyers want space. Some are looking to buy acreages within reach of town, but worry about maintenance and isolation. The solution; Watermark with big lots, low maintenance properties, and an active and engaged community.
Our solution: GO BIG & GO HOME

Services
Provided

  • Advertising Creative
  • Photography
  • Custom CRM Website
  • Social media
  • Brochure
  • Press ads
  • Billboards
  • Digital Media

A Place Your Family Will Never Outgrow

The campaign highlights children experiencing Watermark's impressive landscapes framed by the lot lines of of the average Watermark property ( as big as an acre!). We used print, BIG outdoor billboards and digital to reach our audience, all supported by a custom website, social media, events and email marketing.

Digital Media

Our digital media team took over the Google and Facebook ads accounts in October 2018. We delivered digital ads to home buyers in the luxury segment using Google, Facebook and Instagram. From October 2018 to August 2019 we saw website users increase by 84%. Our conversion tracking on the website allowed us to determine that paid traffic from Facebook ads was delivering a very high conversion rate, leading to our decision to divert ad spend from search into social. This resulted in an increase in goal completions by 264%, year over year. Weekly campaign monitoring and collaboration between our digital and creative departments helped to establish a digital marketing campaign that continuously improved as the campaign matured.

Conversion sources by channel: Organic Search 34%, Paid search 30%, Social 14%, Referral 10%, Direct 5%, Display 3.5%, Email 1.4%, Other 2.1%. At a glance: +84% of users, -26% bounce rate, +264% goal completions, +127% goal conversion rate.
Conversion sources by channel: Organic Search 34%, Paid search 30%, Social 14%, Referral 10%, Direct 5%, Display 3.5%, Email 1.4%, Other 2.1%. At a glance: +84% of users, -26% bounce rate, +264% goal completions, +127% goal conversion rate.

Big On Community

Watermark residents are proud and vocal advocates for their community making them perfect spokespeople to reach a like-minded audience. Through social media, we've created a platform to amplify residents own user generated content and to showcase community events, beautiful vistas, gorgeous homes and sumptuous interiors.