FIFTH & WEST
STANDING IN THE SHADOWS OF GIANTS, AND WINNING
ISSUE
With a premium location in Austin’s bustling Market District, an iconic triangular design and a distinguished team of designers, architects and developers, Fifth & West had everything going for them—everything but a differentiated story and an abundance of time. They needed a partner that could jump in to shape the messaging and develop a marketing plan that would drive visits to the sales gallery. All while standing apart from taller, more recognizable downtown towers.
ANSWER
In true challenger fashion, we perceived constraints into competitive advantages. From the building’s un-boxed floor plans to the fact that it features fewer units per floor than its competition, Fifth & West had many attributes worth sharing. So we created 39 Stories—a compendium of stories that highlights Fifth & West’s differentiators and celebrates an architectural marvel that stands 39 stories amidst Austin’s skyline. This platform served as the genesis for an integrated campaign that works to prospect for new customers and drive interest heading into the final phase of construction.
RESULTS
There’s a simple mantra in real estate: If you’re not selling, you’re failing. That’s why we were thrilled to see our campaign help Fifth & West keep pace on their sales goals by driving inquiries at a cost-effective CPA, increasing web traffic by 120%, delivering 64% of inquiry form traffic, and facilitating a measurable increase in foot traffic to the sales gallery.
