Whether you’re opening a residential community or a lemonade stand, the first step in marketing your business is to identify where you want to end up. What are the overall business goals and objectives? What are your key messages and who needs to hear them? Who is competing for your buyer and what are the unique selling propositions that distinguish your offering? Once you know where you’re headed, you can design a marketing plan that supports and advances those business goals.
When a homebuilder or developer seeks our help in launching a new community, we start by learning everything possible about the project—from the area’s history to the unique assets of the property, the location and the target buyer. We roll this intel into a marketing and advertising plan that’s aligned with the client’s business goals. And we build a budget that drives qualified prospects and sales to meet identified goals. The tactical elements of the plan include the creative direction and themes, social media, digital platforms, as well as traditional advertising and a strong public relations strategy.
With just such a plan in place, we recently helped developer Allen Harris launch The Springs of Mill Lakes, a 55+ residential community in Opelika-Auburn, Alabama. Marketing began in early summer 2016 with the grand opening a year later in June 2017. To date—fall 2017—all amenities are complete, two fully furnished model homes are open and buyer interest is sky-high. Allen’s ability to meet development timelines made our job a dream.
Once an aspiration on paper, The Springs of Mill Lakes is today a vibrant community near shopping, dining and healthcare. The marketing plan was the engine that drove communications and, ultimately, drove prospects.