FKQ Advertising & Marketing's direct-mail effort for JMC Communities may have rendered follow-up ads unnecessary.
The Clearwater, Fla., agency re-cently issued two mailings of 10,000 pieces each for the developer's Belle Harbor condominiums.
The direct appeals touting the Clearwater Beach, Fla., residences, priced from $300,000 to $1 million, directed potential buyers to a Web site, according to FKQ account supervisor Rob Faller. The result: 99 of 111 units were reserved.
"People who registered for updates were given information before general advertising was launched," said Faller.
Faller noted that further promotional work is being reconsidered.
"We don't have much inventory left," he said.