We created a program called Purchasing Appreciation Points.

For every $100 of steel purchased, the company would earn points. Not cash. Not discounts. Not rebates. Points. Those points could be redeemed through a professionally designed catalog, filled with tangible, personal rewards:

Jackets and apparel
Sporty, practical items
Everyday products people actually wanted

Think Sharper Image, but purpose-built for this audience. The real leverage was subtle. On the final page of the catalog was a simple option:

If none of the items appealed to them, points could be redeemed for a Visa gift card.

How do you incentivise the purchaser directly,without crossing any legal lines?

The Idea

Real Estate Marketing Strategy & Campaign Execution

How strategic repositioning and targeted campaigns helped a condominium development attract high-net-worth international buyers.

While the U.S. market was in crisis, international investors saw opportunity.

Buyers in Europe and Canada were actively looking to acquire U.S. real estate at newly corrected prices. Many of these investors were purchasing with cash rather than relying on financing.

Instead of continuing to pursue the shrinking local buyer pool, we redirected the marketing strategy toward international investors who still had both the capital and the motivation to purchase.

Stop chasing local buyers and shifted our focus on global investors

Strategic Insight

The real estate market collapsed in 2008 and financing nearly disappeared. Approximately 75% of buyers were unable to close and abandoned their contracts.

The challenge was not ineffective marketing.

It was identifying buyers capable of purchasing in a market where traditional financing had disappeared.

The Situation

The market collapsed and traditional buyers disappeared

Reposition the development for international investors.

Messaging focused on the elements that mattered most to international purchasers:

South Florida’s global reputation as a destination market.
The long-term stability of U.S. real estate
The quality and design of the development
The opportunity to purchase property during a rare market correction

The goal was not simply to advertise the development, but to align the project's presentation with the motivations of a completely different buyer audience.

We hired Russian and Canadian Realtors to help find new clients in their native land. This special knowledge led to how we placed ads and designed the new material.

The Idea

Reposition the development for international cash buyers

marketing strategy in motion

Study Summary

Problem 1: The 2008 financial crisis caused the real estate market to collapse. Nearly 75% of buyers walked away from their contracts.

Problem 2: Banks stopped lending, eliminating most traditional homebuyers.

Need: Identify qualified buyers capable of purchasing without financing.

Insight: International investors were actively looking to acquire U.S. real estate during the downturn, and many had cash.

Solution: Targeted marketing campaigns directed at select international buyers and overseas real estate networks.

Result: 300 units resold within 12 months. Over $100,000,000 in recovered sales.

Continental Steel had difficulty donnecting with purchasing agents

The Situation

Continental Steel had a strong reputation as a regional steel supplier. They needed greater visibility among national contractors responsible for larger commercial projects.

The challenge was not capability. It was reaching the right decision-makers.

Continental Steel had difficulty donnecting with purchasing agents

The Situation

Continental Steel had a strong reputation as a regional steel supplier. They needed greater visibility among national contractors responsible for larger commercial projects.

The challenge was not capability. It was reaching the right decision-makers.

Steel Fabrication Strategic Media Placement

How Sniper Marketing Put a Boutique Steel Broker in Front of Major Defense Contractors

Steel Fabrication Strategic Media Placement

The Execution

We placed advertisements in publications targeting European and Canadian investors, designed a high-end brochure and website tailored to international buyers, and created incentive programs to drive responses.

We also developed an aggressive Realtor outreach program to support the sales team and expand distribution through international brokerage networks.

The Result

Within 12 months, the project transitioned from a stalled development to a profitable, fully sold condominium community.

More than 300 units were resold, representing over $100 million in recovered sales.

The Takeaway

It was recognizing that the original buyer no longer existed.

By identifying a different group of motivated buyers — and aligning the marketing strategy with their motivations — the project regained momentum and returned to normal sales activity.