What do you say about an area that is no longer considered 'hot'? Brentwood in Burnaby British Columbia was a hot spot for real estate investors a few years ago when the city announced plans for a major redevelopment of the area's shopping and entertainment destination in addition to transit upgrades.
This attracted an influx of real estate developers to build highrise condos in the area, some of them planning for several towers within a masterplan community. Eclipse at Lumina Brentwood is part of one of these communities, with the Eclipse tower being the third and final tower.
Given that Brentwood is no longer part of the new and upcoming investment areas, it was a challenge to drive interest in this new tower. We knew that a major interest area on social media and within the Vancouver market is food, as consumers love visiting new restaurants to try out new eats. Reviewing the surrounding neighbourhoods, we saw that there was one street lined with unique local and independently-run cafes and eateries, so we wrote the article sharing this information, framing this street as Brentwood's hidden gem 'food corridor'.
The results from the advertorials placed using this original content blew us away; we saw a record-breaking 93 shares on the advertorial, which is close to 10 times the average. The article also drove twice the number of article reads.
This shows that the way to craft 'viral' content is to craft content that resonates with the readers' tastes and speaks to real product benefits consumers care about. Why do people want to live in certain areas? It's about convenience, alignment with their lifestyle tastes and personal 'brand' - what does living in a certain area say about them? All of this is important when selling any product or service to a consumer. Dive deep - what matters to them?
Contact our team if you need help with marketing a product or service. We are experts at finding a common language to connect with your desired target audience. Email us at email@example.com for a consultation today.