Casa Coast Residences · Real Estate
Reserving 72% of a coastal development before completion.
A launch brand, cinematic content and a qualified registration funnel created a waitlist of serious buyers ahead of the sales launch.
- Client
- Casa Coast Residences
- Industry
- Real Estate
- Duration
- 7 months
- Location
- San Diego, CA
Casa Coast Residences
Real Estate · 202472%
of units reserved pre-completion
- units reserved pre-completion
- 72%
- qualified registrations
- 1,140
- lower cost per site visit
- 29%
01 · The challenge
Where they started.
Casa Coast was launching 84 premium residences in a cooling market. The developer needed to prove demand to lenders early, and portal leads were mostly window-shoppers.
Objectives
- 01Build a qualified registration list ahead of launch
- 02Reserve 50% of units before completion
- 03Create a brand worthy of the price point
02 · Strategy
The plan.
Sell the lifestyle before the floor plan, then qualify hard so the sales team spent time only with serious buyers.
Launch brand
A calm, coastal identity and naming system.
Cinematic content
Film and photography that sold the experience.
Qualified registration
Budget and timeline questions before any viewing.
03 · Execution
How it unfolded.
Month 1–2
Brand and content
Identity, website and a brand film shot on location.
Month 2–4
Teaser campaign
Instagram and YouTube campaigns driving VIP registrations.
Month 4–7
Launch
Private previews and a staged release to the registration list.
04 · The work
Inside the campaign.
A look at the assets, pages and systems behind the results.
Casa
Brand system
05 · Before & after
What changed.
| Metric | Before | After |
|---|---|---|
| Qualified registrations | 0 | 1,140 |
| Cost per site visit | $412 | $292 |
| Units reserved | 0 | 61 of 84 |
06 · Business impact
The result.
Strong pre-sales gave the developer favourable financing terms and the confidence to bring forward the second phase.
Cumulative reservations
Monthly · engagement period
| M1 | 0 |
|---|---|
| M2 | 0 |
| M3 | 4 |
| M4 | 11 |
| M5 | 23 |
| M6 | 38 |
| M7 | 52 |
| M8 | 61 |
They sold the feeling of living here before a single wall was up. Our lenders noticed, and so did our sales team.
Daniel Okafor
Development Director, Casa Coast Residences
07 · Key learnings
What we'd tell anyone in their position.
Qualification protects sales time
Fewer, better leads closed faster.
Lifestyle first, specification second
Emotion got the visit; detail closed the deal.
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