The situation. iStar bought the 42-story Mansion on Peachtree and transformed it into a luxury hotel and condo development in 2012. It reflagged the hotel as Mandarin Oriental and set about marketing the private residences atop the hotel. Sales of The Residences at Mandarin Oriental were extremely slow. iStar needed to create excitement among a very specific target audience to spur sales.
Wilbert deployed a smart PR strategy. Using a blog, social media content, paid social media campaigns and traditional media relations, The Wilbert Group highlighted the stunning features of the building and its stable ownership, cleared up misperceptions in the market, differentiated The Residences from other luxury properties, and sustained media attention through multiple selling cycles. Wilbert secured stories in top-tier national publications, including Forbes and The Wall Street Journal, as well as local Atlanta media outlets. Wilbert created a successful blog highlighting individual units and the lifestyle available to owners. And Wilbert crafted a paid social media advertising campaign that zeroed in on iStar’s best prospects, reaching over 150,000 of them.
Here’s how it drove business results. All this helped dramatically speed up sales momentum and net more than $75 million in sales. The Residences at Mandarin Oriental have outpaced the luxury market: of the 14 condos over $2 million sold in Atlanta in 2017, seven of those were at The Residences. After the final inventory release (brought on by successful sales activity in 2016), The Residences are rapidly approaching sellout and are left with just a handful of tower residences and two multi-level, villa-style Maisonettes.
The Wilbert Group
1718 Peachtree Street, Suite 1048
Atlanta, GA 30309
404 748 1250