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Alchemy: A power or process of transforming something common into something special.
Traffic is high. Sales are up. Customers are referring their friends and family. So, what is this marketing alchemy that some real estate wizards manage to whip up, time after time?
Naysayers chalk it up to luck. But, those who achieve alchemy take a more scientific approach to concocting the perfect blend of advertising, public relations, collateral materiel, and Internet presence to produce sales. Delivering the right message not only helps builders stand out from their competition, it makes the homebuyer forget there is competition.
Recently, Taylor Johnson Associates took the opportunity to do a marketing audit for a long-time client, Focus Development Group. Because Focus grew from 1995 sales of $7 million to $45 million projected form 2002, we realized we not only needed to create a more powerful advertising presence in Chicago’s crowded real estate newspaper sections, but also needed to project a more unified message to buyers.
Before the audit, Focus was running quarter-page black and white print ads for each of three properties; a different brochure design for each property; and on-going public relations. This is a fine marketing program for a small builder, but as Focus grew, we realized their message wasn’t spreading fast enough or far enough. Focus needed a brand, and the delivery system had to be carefully and thoughtfully integrated.
We began our design approach by asking what makes focus unique? Who are the buyers? What are their hot buttons? What do their marketing materials look like? How can we make Focus’ ads stand out, yet stay within budget? What is the budget? How much shelf life should we expect from the collateral? What marketing vehicles are going to give us the most for our money? What are the most efficient delivery systems for our messages?
After carefully evaluating all of the above, we set out to create Focus Development’s new branded look and message. Because Tim Anderson, Focus’s owner, is an architect, we knew that the structure and design of our work must graphically convey the structure and design of his buildings. We accomplished this by designing very clean, crisp, product-oriented collateral pieces. Beautiful building, not people, illustrate Focus’ work.
Next, we concentrated on the message. Focus is known for its outstanding architecture, and customer service, as well as high-quality developments on prime infill parcels. So, our goal was to focus on Focus first, then the product. Naturally, the company’s name lended itself perfectly to this objective, and our theme and tagline became “Focused on Design. Focused on Service. Focused on Location.”
Last, we zeroed in on palette and typography. We selected highly recognizable, Web-safe, lime green that would stand out in the newspapers and be attractive to our buyer profile of young professionals and empty nesters. The green is used as a banner on all Focus collateral including brochures, print ads, newsletter, signage, and Web site. In four-color ads it looks great. In small-space, two-color ads it looks even better and for less money.
The results? Within a few months, Focus had completely revamped Web site; a newsletter to be mailed to past traffic and distributed at sales offices; a “template” brochure for all future properties; and a flexible omnibus ad that can run full-page or be easily broken into single-property, small-space ads. All marketing materials carry the same main message and support each other. Branding the Focus name is first and foremost in all marketing materials. The print ads tout the Web site. The Web site includes the print ads, project status photos, and an electronic version of the newsletter. The newsletter cross sells all properties and, like the signage, sends the reader to the Web site for more information. And, of course, everything shares the same graphic elements: a green band at the top; a blue, green and burgundy color palette; plentiful white space; and sans serif typography.
Because of this integrated marketing program, when Focus has a new community, new model, or price change, all of the marketing tools easily collaborate to cast one look, one message, at one time.
“Other than the obvious increased buyer traffic and sales, the peripheral benefits of our new campaign have been great. We’re getting more calls from brokers, bankers, and investors who had no idea that we are as big as we are,” says Tim Anderson. “Brokers now say to me, “I didn’t realize you’re the building in such-and-such area. I have a great site you may want to check out.’ It’s making our land acquisition a lot easier for us. It’s giving us more credibility with the marketplace and the industry.”
