THE CHALLENGE for latitude margaritaville
As Latitude Margaritaville expanded into multiple markets, we were charged with clarifying cluttered messaging and refining digital and traditional strategies to reach targets and ensure sales success. Our task was both strategic and tactical: first, we had to harness the power of the Jimmy Buffett brand, then apply it to a master-planned, “55-and-better” active adult community.
OUR approach
Overabove deployed our data-led approach to accelerate acquisition. High-level audience insights and storytelling strategy shaped our omni channel campaign, targeting multiple markets. At every step of the sales funnel, we nurtured sales prospects with direct and on-property marketing communications, a monthly e-magazine and extensive sales collateral. Margaritaville’s iconic “no worries” island vibe, portrayed by legendary singer Jimmy Buffett, was woven into every tactic as we redefined active adult living.
THE results
Our award-winning, data-driven work continues to fuel demand and revenue across the brand. Latitude Margaritaville has realized an average 21% increase in closings YOY since 2020, demonstrating significant and sustainable growth. The work has also reduced cost per lead, increased conversion rates and resulted in a backlog of 1,972 homes across three Latitude Margaritaville communities.