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The Landings needed a prospect audience for Ariel, its new 26 story luxury high-rise, but the community only knew this development for its two-story townhouses, yacht harbor, and executive golf course.
RESETTING EXPECTATIONS. For many years, The Landing Yacht and Country Club was defined by what the community had come to expect. While an attractive development, there was little outwardly iconic about it. When a striking new luxury high-rise condominium rose in the center of the property, too few people took notice. Ariel, and its beautiful 26-story central atrium, was a very unique and special product that clearly needed distinguishing from its more typical low-rise surrounds.
HIGHLIGHTING EXCLUSIVITY. Using personality and fresh images the community could begin to see this mature development as something new and special. Ariel was presented as a wonderful, and exclusive, surprise in a prime location. This portrait elevated perceptions and values for the entire development. This new perspective was offered through an updated community entrance feature, media and realtor tours, direct marketing, new sales collateral and interactive displays in the sales center. Current residents enjoying amenities reinforced value and highlighted benefits. Interest in the community and it's featured high-rise addition rose quickly.
RESULTS! Traffic to the sales office increased 4-fold in 2 months and sales increased 180% - not just for the featured high-rise, but for the entire development.