Social media tools that connect strangers in friendship, reunite old friends from school days and synergize professionals and businesses with common interests, are paying off for Palm Cay, a local beachfront real estate development with thousands viewing and hundreds liking what they see on Facebook, Pinterest, Instagram and Twitter.
“We began, like many individuals and a growing number of businesses do, with Facebook,” explained Palm Cay Sales & Marketing Director Zachary ‘Zack’ Bonczek. “The positive reception started almost immediately with words, images and YouTube postings spreading fast. We got a few, then dozens, then hundreds of views on Facebook with residents posting photos of their boating, beaching, swimming or other recreation and family activities. This prompted us to expand from Facebook to other social media outlets.”
As Palm Cay’s use of social media expanded, so did its social calendar — a combination that has paid off with greater rewards for both social events and property sales.
Earlier this summer, the 69-acre beachfront development introduced happy hours on Friday evenings, transforming its 3-storey poolside clubhouse into the new place to be and be seen. Even with limited numbers and reservations necessary, happy hour has become so popular that this week, it had nearly reached capacity booking by Tuesday morning. Saturday afternoon lunches catered by Chives at Palm Cay have also become just as popular, as part of Palm Cay’s family fun days with kayaking, sailing and other non-motorized water sports available.
“What’s happened is that instead of just the traditional real estate sales and marketing that most developments rely on, we are able to benefit from those who share their Palm Cay moments,” said Bonczek. “Real-life, fun filled experiences, often tweeted out or posted on Facebook in real time, deliver a message that this is a very cool place to live.”
That rapid delivery system has paid off in sales. The community on New Providence’s southeastern coast unveiled its first condo offering in July, residences starting at $319,000 with all of Palm Cay’s amenities including use of clubhouse, pools, tennis courts and beaches in a marina community with 24-hour security. Word spread among the real estate industry and on Facebook, YouTube, and other social media. This week, Palm Cay had received the 12th reservation for Phase I of The Anchorage.
“I grew up in the traditional world of real estate sales but recognize the growing importance of online visibility and social media,” says Bonczek. “It is certainly working for us at Palm Cay.”
With more than 300 single family home sites, seafront townhomes, newly introduced one and two-storey condos, and a 194-slip marina, the beachfront tropical style development is focusing on building a community. Plans call for a complete build-out by 2017.
Diane Phillips and Associates
