Fuel | Case Studies

Hasentree

SCOPE

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Imagine your already sizeable net worth tripling within five years. Now imagine achieving this status all before the age of 40.

Hefty stock options in high-flying pharmaceutical and technology companies have a way of creating some very impressive household incomes; witness Raleigh’s Research Triangle area. A once sleepy tobacco town, Raleigh has now morphed into one of America’s hottest real estate markets.

Hasentree is by far the most luxurious residential community ever offered in Raleigh, with price points to match. Fuel’s challenge was first to identify a market segment capable of driving sales at these prices, then establish a compelling way to engage those consumers.

Through extensive local market research we became convinced that Hasentree’s success would in large part depend upon our ability to target and convert these newly minted millionaires, a group we labeled “Raleigh’s New Wealth.”

For these people, life is best experienced in the here and now. They’re younger, more active, and far more status-conscious than their parents. They don’t reminisce about the good old days, but, instead, live in the moment, focusing on collecting experiences for themselves and their family that are world class, both in uniqueness and execution.

To speak to this mindset we crafted a strategy and ensuing creative that encompasses the myriad of resort-style luxury experiences inside the gates of Hasentree, from family yoga classes to five star meals delivered directly to the home.

When viewed collectively, these flourishes clearly established Hasentree as the only logical place for Raleigh’s New Wealth to raise their families.

With opening prices for home sites running 30-50% higher than Raleigh had ever seen, lead generation goals were ambitious and sales goals even more so. However, Fuel’s highly targeted media and lifestyle event-driven marketing strategy resulted in the largest single day real estate sales in area history. Today Hasentree remains the luxury community to which Raleigh’s New Wealth aspires.