Boca Raton
The Boca Raton luxury condos project in Las Vegas was just beginning to go vertical when the Ryness Corporation called in Denise Lones and The Lones Group to take a look at the marketing to ramp up sales.
A number of small adjustments were made to the marketing, but the biggest challenge was the targeted demographic. In this case, the target market was seniors. The residential product was a good fit, but some of the amenity choices along with stock photos used in the ads were not matching. Namely – there was a playground built on the site and many of the ads included young families and children. It was confusing.
Dogs, however, fit in perfectly with the target demographic! Seniors love their dogs and in order to stand out, we recreated a marketing campaign based around some prized pooches. Denise even recommended they tear out the very expensive playground they had just installed and replace it with a dog park.
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