Santa Lucia Preserve
Built a conversion-focused design framework that guided prospects from awareness to lead capture with clarity and trust.
The Problem
With no prior digital presence and minimal social media engagement, Santa Lucia Preserve needed a conversion-focused campaign to drive sales of high-end properties and exclusive membership inquiries.
Goal
Launch a performance-driven digital strategy that:
Generated qualified leads for real estate and membership opportunities
Improved ad efficiency and reduced cost per click
Created high-quality lead magnets to attract and inform prospects
Positioned the brand for long-term growth through website traffic and brand awareness
My Role
I led Creative Strategy & Conversion Design, responsible for:
Designing and testing multiple landing page variations in Unbounce to drive conversions
Creating two lead-generating assets: a Real Estate Guide for available homes and homesites and a Membership Guide for exclusivity perks
Process
Strategic Setup
Established campaign objectives for two distinct audiences: prospective homebuyers and membership seekers.
Mapped user motivations and value propositions for each journey.
Landing Page Design & Experimentation
Designed, A/B tested, and refined landing page variants using Unbounce to optimize conversion paths.
Lead Magnet Creation
Developed two branded, high-value guides: Real Estate Guide (showcasing listings) and Membership Guide (detailing benefits and exclusivity).
Campaign Launch
Partnered with a PPC strategist to integrate landing pages and lead magnet guides into paid campaigns.
Ensured alignment between ad messaging and landing page design to maximize conversions.
Results
30% decrease in Cost per Click (CPC) across campaigns
889% increase in leads captured from Unbounce landing pages
32% Year-over-Year growth in website traffic
