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  • Positioning high-end homes in a high-risk neighborhood

    Our client for nearly a decade, The Christiana Companies had pioneered new development in an aging neighborhood.

    Del Rey Colony, a group of 54 townhomes surrounding a man-made lagoon, was built on the “wrong side of the tracks,” and faced severe marketing problems. Nonetheless, its homes were priced at the high end of the overall market.

    Our objective was to design materials to support the perception that the homes were worth the price. Research told us that the audience was composed predominantly of upwardly-mobile professionals. So the program was designed to reinforce the potential buyers’ self-perception of sophistication, and to set the development apart from its competitors.

    The result: Despite the builder’s lender’s dire predictions, the homes sold out in one-third the projected time, with price increases along the way. >>

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    The marketing program received numerous awards nationwide, and the development was named Marketing Project of the Year by both the National Association of Home-builders, and Builder magazine.

    Consistent graphics and a fresh approach maximized the impact of Del Rey Colony’s marketing budget:

    Signage utilized polychrome sculpture tied to the brochure’s illustrations.

    A direct mail campaign around the holidays was reminiscent of Christmas cards—and got opened.

    Elevations of the homes were handled non-traditionally to appeal to this specific, upscale market.

    A case of private-labeled Del Rey Colony wine was given to each new homeowner as a thank-you and an incentive to tell their friends about the property.

 

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AbilityFirst
Aqcess Technologies
BAI
Be Green Packaging
Belkin
CASA
Dataworks
Del Rey Colony
Desert Rose
Earth Technology
El Paseo
Givens Way
IBM | DuPont | GM
Kennedy Wilson
Kenwood
KidsGive
Lee & Kaufman
Levi's
Marina City Club
Mercedes-Benz Cup
OPI
Pacific Enterprises
Revlon Run/Walk
Santa Monica High School (Samohi)
Scared Silent
Seika
Senior Resource Group
TDI Library Services
Westside Pavilion
 
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