An on-location discovery session made it clear that Querencia is more than a destination. It’s a community. A lifestyle. A home for people seeking the true experience of living in Mexico, beyond the bounds of a luxury resort. Still, without a strong identity, Querencia was lagging behind nearby competitors who promised this dynamic resort lifestyle.

Determined to overcome Querencia’s narrow image, the new owners invested heavily in the property to reinvent it as a family retreat offering beach activities, hiking, mountain biking, dining, fitness and more—all while preserving the lifestyle legacy residents fiercely loved.

The Querencia team engaged 90octane for a complete rebrand and website redesign to give Querencia a unique voice in the saturated market. The ultimate goal? Querencia needed to capture attention from the right kinds of luxury homebuyers with a targeted lead generation program fueled by the new brand.

Working together with the Querencia team, we established a brand voice to embody the property’s signature characteristics, speaking to buyers with both the means and the mindset to be at home there, wrapped in the tagline “Those Who Seek More Are Found Here.”

This was coupled with an engrossing visual identity to put a face to the feeling of Querencia: a color palette inspired by the Baja landscape, a photography style focused on connectedness and experience, finished with a fresh spin on the classic logo.

Launch Strategy

With the foundation of the new brand in place, we built a website to broaden the image of Querencia beyond that of a golf resort. While initial website development was underway, we launched a phased media rollout to prime the market for the new brand, generate traffic, and test messaging.

An unwavering commitment to the strategy allowed us to execute a brand that shines in contrast to competitors who rely on style over substance, captured in a brand book that empowers the Querencia team to extend the brand across any consumer touchpoint. Plus, our phased rollout allowed us to gather insights into audience demographics, location, interests, and behavior so we could refine our strategy along the way.

Website Optimizations

Following our initial launch, we continued to make optimizations and improvements on the Querencia website. In Q2 and Q3 of 2021, we rolled out major site changes. This overhaul nearly doubled the size of the existing website. After assessing audience behavior, we built out new pages with optimized content to improve user experience and suit the needs of our site visitors. The relaunch of the website also included refreshed copy throughout, and a custom hotspot-focused interactive property map. These updates catalyzed an immediate boost to Querencia's website stats, and after just two weeks we saw:

• 23% increase in site sessions
• 3% decrease in overall bounce rate
• 532 visits to the new property map

Interactive Map

To help engage prospective leads further, we designed a fully responsive property map to serve as a pre-explorer tool for prospects on Querencia’s website. The map is currently also projected on a large screen at Querencia’s on-property sales office to aid in conversations with prospective buyers, and accessible throughout the property. By using it, Querencia members and their guests can seamlessly navigate each neighborhood and community feature.

Videos

To provide further education on the Querencia way of life—and to create a new messaging gateway for our brand redesign—we created a series of social videos that effectively and succinctly highlighted some of the best amenities Querencia has to offer.

This new video series mirrored the look and feel of the website, while providing a snackable Querencia highlight real to pique users’ interest—and ultimately, entice them to complete a form fill to get more information on the property.

Media

As Querencia’s new brand gained traction, media strategy had to shift to leverage placements and publications where new audiences could be found, and existing audiences could continue to engage with Querencia’s content.

One of the key goals in the media strategy revamp was to achieve stronger performance on lead form completion—driving the number of leads up while keeping the cost per lead down.

In the first six months of our revamped media strategy, we drove 760 qualified leads through 12 placements including emails, newsletters, print ads.

In addition, paid search efforts garnered over 8.3 million impressions.

And these leads were not just any leads—they were a direct result of our targeting of high-end, luxury lifestyle publications such as GolfNow, Luxury Link, Robb Report, and Jetset Magazine.