Overview
The newest of Landed Gentry's "55 and better" communities, Montreaux was an unusual project in that they purchased an existing platt that had already been named although no homes had been built at the time of purchase. Seven home styles are offered in this community. When we began working with Landed Gentry on this project, the model home had just gone into production.
The Challenge
The community's launch date was set during a downturn in the housing market. An additional challenge was the amount of competition and inventory available to this market segment.
The Solution
In strategy meetings with the Vice President, we came up with multiple approaches to target the audience through the use of marketing materials. We developed a direct mail postcard targeted at a specific demographic in designated pocket communities identified by the VP and with our input. We developed newspaper advertising and online display advertising in addition to directional signage and active lifestyle, full-size signage mounted around the community. The VP also asked us to design and coordinate a showroom in the model home. The showroom was designed to contain lifestyle images, the plat map, an area map with points of interest, and company information.
Results
The model opening was presented in targeted direct mail and advertising. The opening was over a weekend and met with great success; over 200 tours were provided followed by purchase agreements and reservations on many properties within Montreaux. The community has continued to attract interest, even during the downturn.