Case Study: Hot Springs Village Property Owners Association achieves 162% more visitor leads with Sells Agency

Hot Springs Village Property Owners Association increases visitor leads 162% with Sells Agency

The Hot Springs Village Property Owners Association, which manages the largest gated community in the US, faced a challenge with insufficient growth. New resident numbers were low, with fewer than 50 new homes built annually, and revenue from dues and amenities was stagnating. Their goal was to significantly increase this figure to 125 new homes per year. To address this, they hired Sells Agency as their marketing agency of record to promote the community to retirees and drive visits.

Sells Agency implemented a digital-first strategy using paid search, display ads, social media, and video pre-roll. They shifted from targeting only near-retirees to a broader audience aged 35-70 who showed interest in building or buying a home. The creative approach focused on selling a "sense of place" by showcasing the community's vast amenities and inviting prospects to "re-imagine" themselves there. This solution drove a 162% increase in visitor leads over five years. Sells Agency's efforts also increased the average number of yearly visits from discovery packages from 59 to 155, demonstrating improved lead quality and quantity.

Hot Springs Village Property Owners Association