Corcoran wanted to build on its reputation in New York City to bolster growth in its East End market. They needed an integrated solution to drive leads, present fresh new branded content, and fill the sales funnel — all while modernizing the brand and extending Corcoran’s “Live Who You Are” theme.
Corcoran presented a perfect opportunity to marry heart and mind. The real estate business is a personal one. Your home is an expression of your inner self. Our conceptual approach focused on emotional storytelling by sharing the stories of how New Yorkers (actual Corcoran clients, not actors) experienced life in the Hamptons in contrast to their hectic Manhattan lives.
We needed to bring some sales rigor to that heart-first approach. So, we integrated high-performing channels such as print, original video, and social media to maximize lead generation and targeted NYC as the feeder market.
All channels drove users to a new, responsive lead capture microsite to gather inquiries and extended the campaign. Consistently elegant, the campaign echoed Corcoran’s deft human touch. Much of the content was able to be cost-effectively repurposed across different channels and for inclusion in the launch of Corcoran’s lifestyle blog, Inhabit.
The campaign accelerated the Corcoran Group’s growth in the Hamptons Market. Corcoran saw 25K social engagements upon launch and an amazing click through rate (CTR) which exceeded the industry average by 700%. Corcoran continues to thrive as one of the top brokers in the Hamptons.
Click Through Rate