The reasonable challenge was to create a campaign that would uniquely brand and ultimately sell all the homes of a condominium community. The ridiculous caveat was that we had no footage, photography, or assets; a tiny budget, and, oh yeah, construction had only just begun. The neighborhood was, at the moment, a few holes in the ground, and that’s not hyperbole.
Every client has a unique DNA, persona and methodology that makes them, well, them. The Green Company is no different. They’re really not in the business of building homes, they create environments for living. The Lanterns at Warren Woods was founded on these principles. Detached single-family homes in a spacious one-floor living space was truly a one-of-a-kind experience.To justly advertise a neighborhood that redefined the condominium way of life, we redefined a term of our own: “Living Room.”
We transcended familiar house-hold terms giving new life and meaning to activities normally done inside the home to take advantage of our amenities, surrounded by hundreds of acres of lush forested woods. We used a multi-channel approach geo-targeted to a 55+ audience through streaming video spots, Facebook ads, Adwords, OOH, event marketing and traditional direct mail and print advertising.
Our event marketing was extremely well attended averaging 150 guests per event. The combination of Facebook, Adwords, direct-mail and local print created a buzz around the new neighbourhood amongst surrounding towns and we sold 35 homes within the first 12 months since breaking ground in October of 2016.