The Tribune

The $200 million Palm Cay real estate development says social media connections are paying off for it, 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,” said Palm Cay’s sales and 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.

Earlier this summer, the 69-acre beachfront development introduced happy hours on Friday evenings, transforming its three-storey poolside clubhouse.

Even with limited numbers and reservations necessary, happy hour last week had nearly reached capacity booking by Tuesday morning.

“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 Mr 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.”

The community on New Providence’s southeastern coast unveiled its first condo offering in July, with residences starting at $319,000. This week, it received the 12th and final reservation for Phase I of The Anchorage.

“I grew up in the traditional world of real estate sales but recognise the growing importance of online visibility and social media,” said Mr 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.