Hot Springs Village POA: Case Study

Challenge

Hot Springs Village (HSV), the largest gated community in the United States, offers residents and guests 26,000 beautiful acres filled with diverse activities and amenities. But, in the past few years, real estate market struggles and overall economic decline caused the community to experience a decrease in new residents and membership.

Solution

To increase brand awareness and combat the inaccurate perception that HSV was only a retirement community, EXIT teamed up with the POA Marketing Department and redeveloped the promotional materials to incorporate better brand identity and messaging for the Village. The new materials and consistent brand look more accurately reflected the unique lifestyle benefits and the fun, energetic activities available in the Village. By reflecting HSV’s true self, marketing efforts captured the attention of a wider audience (empty nesters, families and young adults, as well as retirees) and encouraged more inquiries from potential visitors and new residents.

Results

Following our first year of work, the Hot Springs Village POA doubled the number of leads received and increased web click-throughs by over 200%. Golf rounds, visitors, memberships, and home sales all increased in 2012 and are continuing the upward trend in 2013.

To view more work we have done for the POA, click here.

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