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. >>