Background
Sixth & Rio is a 94-unit boutique condominium located on the New River in downtown Fort Lauderdale. Its small scale and prime location were key considerations as multiple competitive projects were developed and delivered in this “hot” market.
Challenge
The project’s timing, at the end of Florida’s Covid-19 real estate boom, and its location on the quieter south side of the New River, posed challenges. We needed to develop a distinct brand and campaign to compete with nearby projects delivering simultaneously on Las Olas, appealing to buyers who wanted both easy access to the area and a peaceful retreat from its energy.
Solution
We began by naming the project Sixth & Rio, creating a destination and introducing the district SoNu (South of the New River) to brand the neighborhood. The campaign, “The Intersection of Urban & Oasis,” highlighted the project’s blend of city proximity and peaceful luxury. We used extensive neighborhood, video, and drone photography, including views from each of the building’s eight floors, which were featured in an immersive video wall at the off-site sales center as well as on other marketing materials.
The Success
Precision-targeted digital campaign, securing 12 of the first 25 contracts
Approx. 50% direct-to-consumer—resulting in significant commission savings for the developer
Digital leads demonstrated higher commitment levels, with only one contract cancellation compared to five from broker-driven deals
Value of first year sales from digital campaigns – $11.4 million – 48% of year 1 sales
