RInG Lane EstaTE
— Case Study

 

This unique property called for a highly specific luxury buyer, and with a price far above the surrounding market, the listing needed more than great staging — it needed a brand.

Luxury brand development, visual identity systems, art/creative direction, multi-channel campaigns, digital advertising strategy, PR partnership support, cross-functional leadership, market positioning, lifestyle brand development, logo design

CHALLENGEs

  • At $11M, the price was higher than anything in the surrounding neighborhood, presenting a challenge to justify its value in a less established luxury market.

  • The primary buyers were likely going to be out-of-state or from other luxury feeder markets (e.g., Montecito, Santa Barbara, Napa).

  • The property also came with highly engaged, detail-focused clients who expected excellence at every stage. Their involvement raised the creative bar and required a thoughtful, strategic approach to decision-making.

SOLUTIOn

A luxury property identity, collateral suite, and multi-channel marketing strategy that placed Ring Lane Estate on par with lifestyle-driven properties in comparable markets like Montecito and Napa. Combining tailored branding, targeted advertising, premium complimentary exposure, and a Robb Report feature, the campaign drove ~725K views and saved the agents more than $5K in production costs.

Perhaps more importantly, our work set a new Compass standard for luxury brand support and laid the foundation for the same team to land a $45M Pebble Beach listing two years later.

  • Developed best-in-class design assets that told a story through impactful visuals and branding, including property logos & branding, a custom gatefold, digital ads, print ads, as well as mailers and custom email.

  • Advertised across regional magazine and newspaper publications and ran multiple display ad campaigns with Lead Gen Labs.

  • Secured complimentary PR feature in the Robb Report and exposure across Compass social channels, Luxury Division, and Compass Catch newsletter.

Print Marketing

Haven Magazine, full spread

Carmel Magazine, full page

Carmel Pine Cone, local newspaper

Haven Magazine, half page feature

Luxury gatefold brochure

DIGITAL Marketing

Lead Generating Digital Ad Campaign

3 different campaigns including geofencing, CRM lookalike targeting, Youtube video ads, and multiple rounds of A/B testing.

  • APRIL - MAY: 120.2K views, 305 Clicks + .25% CTR

  • SEPT - OCT: 94.9K views, 282 clicks + .3% CTR

  • NOV - DEC: 60.8K views,198 clicks + .33% CTR

Branded Email

Impact

Our custom luxury branding set a new standard for high-end listings, elevating Compass’s reputation in the Carmel market and paving the way for future successes.

UNPRECEDENTED EXPOSURE

Ring Lane Estate received approximately 725K views during its time on the market, including our social channels, Luxury Division features, Compass Catch and Curated, digital ad and email campaigns, as well as countless other opportunities for exposure across printed media.

$5K+ COST SAVINGS

PAVING THE WAY FOR FUTURE SUCCESS

Best-in-class branding elevated the property’s perceived value, boosted Compass’s reputation in the Carmel luxury market, and now serves as a model for the support Compass can offer future high-end listings.

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