How Harrison Carloss Tripled Retirement Property Sales for Platinum Skies
Platinum Skies needed to sell 50+ properties that were sitting vacant. Our strategy-led campaign was built around achieving this goal. In 2024 they had struggled to generate a sufficient volume of interest but more importantly quality leads.
As their external marketing partner, we proposed a new strategy-led campaign to connect emotionally with their target customers.
The impact in the first quarter alone has seen a 40% increase in qualified leads, which has resulted in triple the number of property sales (Q1 2025 vs Q1 2024). The immense improvement in performance has strengthened the partnership with Platinum Skies, and campaigns are set to continue throughout 2025.
A Strategy-First Approach
The foundation of our success was in how we prepared. We completed over 50 hours of research to create a data-driven strategy and a multi-channel campaign plan.
We delved into the Platinum Skies CRM and sales data, conducted market research, customer modelling and reviewed the performance of previous campaigns.
We put Platinum Skies’ vision and goals at the heart of our thinking, allowing us to weave our findings into a strategy and create several innovative campaign concepts.
Managing Director at Harrison Carloss, Adam Mobley said:
“We’re genuinely thrilled to be appointed as Platinum Skies’ strategic marketing partner. The way we’ve approached this partnership and the initial impact we’ve seen makes for a model case study for the importance of strategy and why it’s crucial to invest time into the discovery phase of long-term projects.”
Redefining Retirement
Platinum Skies had been running local campaigns and marketing in the South West for over 7 years, so we knew the campaign would have to take a different approach to activate an audience that was already heavily targeted.
The campaign we moved forward with was typographically-led and designed to unpick common myths around retirement and encourage the local over-55 community to reconsider community living. We crossed out words like ‘rich’ and replaced them with ‘real’, and slashed the ‘un’ from unaffordable.
We implemented a refreshed and bright colour scheme, which was complementary to the typographically-led creative and copy to make more impact and generate more leads.
With technology-savvy over-55s growing by the year, we ensured the campaign also had an online presence through social media, email marketing and digital display ads, to help reinforce our more traditional advertising methods.
The campaign was rolled out in January 2025, utilising direct mail, door drops, digital display, social media, press advertising, PR, events and email marketing.
The Result
The goal of the campaign was to not just improve the volume of appointments generated for discovery days, but to generate high-quality leads.
We increased the number of qualified leads by 40%, and the impact this had was a 3x increase in sales (Q1 2025 vs Q1 2024).
If you’re interested in finding out more about our work in the retirement sector or how Harrison Carloss can add some strategy to your campaigns, visit our website.
