Marketing Objective

The Marrocco Group is a real estate firm in Winchester, Massachusetts that has earned a stellar reputation for its success in marketing and selling high-end, new construction residential developments. When offered the chance to represent a new oceanfront property in Gloucester, Founder and CEO, Monte Marrocco turned to Carlson Communications for a comprehensive strategy that would capture the “once-in-a-lifetime” opportunity that is Aquarius.

Unlike anything else on the North Shore, Aquarius is situated on what was once a beloved, nine-acre wedding venue that has been transformed into six, unique stunning oceanfront properties offering unrivaled views of the Atlantic, including:

  • Single Family: 7,600 square foot, three-story historic mansion with six bedrooms and an elevator
  • Single family: 4,300 square foot two-story, custom designed residence with five bedrooms
  • Two duplexes, each with two two-story townhomes: 2,600+ square feet, three bedrooms

New construction in Gloucester, especially in such a coveted oceanfront location, is very rare. Most homes are passed down from one generation to the next, which is what makes Aquarius so special. Our partnership with The Marrocco Group focused on creating a marketing campaign that evoked the beauty and essence of Aquarius while speaking to the uniqueness of this opportunity to a very targeted audience and geographic area.

Creative Marketing Solution

Ultimately, the creative positioning focused on branding Aquarius as a personal sanctuary, whether as a vacation home or as a main residence, and its unrivaled location on the Atlantic Ocean took center stage from a visual and copy perspective.

In addition, name development became an important first step in the process to reflect the distinctiveness of each residence and the history of the property.

  • Oceana – the breathtaking, lovingly restored centerpiece of Aquarius (single-family residence)
  • SeaView – newly constructed, spectacular single-family residence
  • Nautica & Equinox – newly constructed duplex with two townhomes
  • Neptune & Twilight – newly constructed duplex with two townhomes

Website Design

We created a beautiful, user-friendly website that reflects the upscale, yet relaxed and inviting vibe of Aquarius itself.

The home page of the website uses a captivating looped video of a sunrise over the ocean with short, enticing headers that fade up and speak directly to the viewer.

The website highlights each residence in detail with a mix of stunning photography, renderings, floor plans and copy that not only describes the distinctive features and unrivaled views, but seeks to offer a sense of what living at each property would actually “feel” like.

What’s more, the centerpiece of the development, Oceana, features a dynamic virtual tour that ushers the audience inside this idyllic waterfront home and allows them to experience each breathtaking corner of the home in vivid detail.

The website will progress along with Aquarius itself, with more photography, videos and interactive virtual tours added as each property is completed.

Want to experience this website for yourself?

View Aquarius Website

Virtual Tours

Virtual tours can capture the imagination of viewers of what it would be like to live in a residence on the ocean, prompting them to want to call to arrange a tour in person or request a brochure.

As future phases of Aquarius are developed, additional virtual tours will be created and used not only on the website but in social media.

Videos

As the broker representing the sale of all properties at Aquarius, The Marrocco Group achieves two goals in this video tour of a totally renovated 7,600 s.f. mansion on the Atlantic Ocean.

They introduced members of their team, each of whom guides the viewer through different rooms of this historic residence, while showing the viewer what a magnificent, one-of-a-kind home they were representing.

Through a coordinated sales and marketing effort, the residence went under agreement within a few short weeks of being introduced to the market.

Print Ads

Our series of print ads evolved along with the project itself with the first in the series being an introduction to Aquarius. Playing off the name and the notion of a once-in-a-lifetime opportunity that this development represents, the ads’ design featured breathtaking oceanfront photography complemented by the headline “This is the new dawning of the Age of Aquarius.”

Follow-up ads in the series focused on the unmatched location/view and highlighted Oceana’s impressive interior features.

Ads running in the Wall Street Journal, Boston Globe, NorthShore Magazine and NorthShore HOME Magazine were an integral part of the launching of the marketing campaign, each enhanced by editorial coverage that resulted in dramatic traffic to the development’s website, aquariusgloucestrer.com.

Marketing Campaign Results

The combination of an interactive website featuring stunning photography and videos, color print ads in special editions of high-end publications and well-placed editorial and advertorial copy, resulted in the first two residences being sold within six weeks of each other.  Google Analytics stats attest to the seriousness of website visitors with an average viewing time of nearly four minutes and four pages per session. The addition of video tours of the mansion and a short lifestyle glimpse of Gloucester created an emotionally engaging experience for the viewer, resulting in serious buyer inquiries.

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