The Challenge for minto communities

Minto Communities, one of the top real estate developers in North America, builds communities for all different types of residents. Whether it’s Jimmy Buffet’s “55-and-better” Latitude Margaritaville branded communities around the Southeast, family-centric adventure living in Palm Beach County, FL or luxury living on Florida’s Gulf Coast, Minto looks to Overabove to use our big data-driven approach to find and target prospective buyers who are showing intent signals to buy.

Our Approach

Our Minto campaigns, serving up communications at the top, middle and bottom of the real estate sales funnel, are built around a central big data-driven approach that identifies “hand raisers” – prospective buyers whose web behaviors and digital exhaust indicate whether they are seeking the type of lifestyle offered at our Minto partner communities. Those who signal intent, through search terms or other internet-based research, are precisely targeted with specific display marketing and search results that communicate how Minto can deliver on that lifestyle. This identification and targeting is complemented with other advertising and content that reinforces the unique Minto community benefits, such as OOH at strategic physical locations; social media content and direct marketing to nurture prospects through every step of the sales funnel.

The result

Our work with Minto has been an astounding success. In 2020, Minto exceeded their combined yearly sales goal for properties across the Southeast by 61%. Year-over-year closings routinely increase by at least 30%. The success has resulted in a backlog of homes on order and waiting lists for every community, especially Latitude Margaritaville. Adding to the great news, our targeted, data-driven marketing reduces cost per lead by an average of 20% year over year.