Project Profiles

Client: Pohlig Builders: "Top 10 Reasons Why Athertyn is a Perfect 10"

Challenge: Athertyn is an amenity-rich, luxury, 55+ community located on Philadelphia’s Main Line. With a bevy of competitors, BTC was challenged to create a campaign that reflects Pohlig’s approach to helping prospects imagine living at Athertyn, from the personalized homes and conveniences to the social life.

Solution: BTC created the “Top 10 Reasons Why Athertyn is a Perfect 10” campaign, with the goal of sharing authentic experiences of Athertyn homeowners with target prospects. Current homeowners were asked to share why they love Athertyn, and responses were narrowed to the top 10. Social posts were created and boosted, and Facebook ads were placed targeting prospective buyers. The campaign was extended through a “Top 10” sales piece that was distributed to visitors on tours, direct mailed to hot prospects and posted on the Athertyn website.

Result: Athertyn generated impressive engagement at a typically slow selling time - the four weeks after Thanksgiving. Eleven Facebook posts generated 2,214 impressions and 142 click throughs. In December, Athertyn received two new home reservations – leads converted from, and credited to, the social campaign.