Athena Advisers
Creating and managing marketing and sales tools for new-build developments in France and Portugal and more, my focus was to target specific audiences around the globe who were interested in either investment or an alternative lifestyle.
Website
Selling a home starts with beautiful imagery. I helped to build and maintain Athena’s website with a focus on beautiful imagery and engaging copy.
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Led by visuals, this website aimed to show off properties and locations starting at the top of each page.
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Striking a balance between informative and inspiring, this copy needed to quickly deliver the key selling points while making its audience dream of a new home and new life.
Newsletters
Beautiful properties sell quickly, which is why you need to be speedy and reactive in sending emails to a database. I wrote, designed and sent targeted news multiple times a week, outlining the key points of the property, its location and the investment potential for each opportunity.
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A flexible plan was put in place to ensure that opportunities old and new were highlighted, while allowing space for last-minute launches
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Beautiful images of interiors and exteriors and condensed key selling points for properties and messages were the key to attracting a reader's attention and keeping it for the length of the newsletter.
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In targeting to specific audiences based on their location and preferences, we kept a consistent open rate and minimised unsubscribe rates
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Analysing open and click through rates was crucial to our property onboarding process, giving us an insight into what our clients liked most and how to further build our property portfolio.
Videos
Instant visual
insights
Deliver information quickly and concisely to customers to attract attention and retain engagement
Boosting brand presence
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In analysing data and customer feedback from marketing and sales departments, I devised tailored strategies that focused on what consumers wanted to know and to watch.
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I used scripts to provide large pieces of information, which were supported by text and infographics which would highlight the main key points.
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Mapping out a plan for each video, I included details of specific shots and how to capture them along with assisting in shot selection and editing during the production stage.
Brochures
Complimenting digital marketing tools, printed and electronic brochures are an ideal tool for customers to keep and to share with their networks.
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These comprehensive brochures served to provide customers with all the information they needed about a property, its location and its investment potential - right down to the fine details.
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With so much information to deliver in one document, it was important to make it as concise and as easy to read as possible. Using bullet points, icons and numbers wherever possible was key in achieving this.
Campaigns
This Reasons to Buy campaign featured a number of reasons to live in various destinations including the French Alps, Lisbon and Kaplankaya. Using playful copy and imagery or videos, the campaign ran across social media, Google adwords and in print advertising for 10 months.
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Playful and humorous visuals were key in this campaign, to offset the literal copy and create a pun that would make viewers smile.
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The reasons to buy were highlighted by the copy as genuine reasons, but when paired with playful images it gave it a light-hearted tone that could resonate with a range of ages and types of buyers.
