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321 at Water’s Edge

SobelCo, the developer of 321 at Water’s Edge, is one of the nation’s leading family-owned and operated real estate companies. Founded in 1958, the firm specializes in development, construction, and management of residential, retail, and commercial properties across the country.

Recognized as a Top 25 Builder in South Florida, the firm has built some of the most esteemed communities in the state, including Galleria Lofts, Venice Harbor, Bridgewater Villas, Barefoot Beach, Villa Medici, The Preserve at Bristol Pines, Banyon Cay, and Vanderbilt Reserve. But even with all of this experience, 321 at Water’s Edge is SobelCo’s first foray in the luxury condominium category with prices starting at $1.95 million.

Pace approached the project with both a consumer and broker focus. To attract affluent consumers, we targeted local homeowners with high home values that would be potentially looking for new construction on Fort Lauderdale Beach, as well as key feeder markets in New York, Atlanta, Connecticut, and Chicago.

For traditional media within the local market, we launched targeted local direct mail campaigns, local print advertising, and advertorials in select magazines and newspapers. For the feeder markets, we deployed a high-impact six-page gatefold insert in The Wall Street Journal.

On the digital level, we utilized social media, Google search advertising and remarketing ads. We even developed a geo-fencing campaign to reach consumers vacationing in select hotels on Fort Lauderdale Beach, in addition to an e-blast and retargeting campaign in select feeder markets. These efforts led to a significant increase in traffic to the 321 at Water’s Edge website, which converted a significant number of qualified leads.

In the three months following the condominium’s groundbreaking, nearly 50% of the residences were sold.