Challenge: Successfully market and sell homes in a community with a less-than-ideal location in Burlington.
Strategy: Differentiate the site from all the other sites in Burlington. Since the product being sold was relatively inexpensive townhomes, we also decided to appeal to a younger buyer.
Solution: We went with a hip campaign even though the area was suburban. Along with the slogan “Your home. Your style,” we used a graphic, bold campaign that was reminiscent of the ‘70s with its retro cool logo. We gave homeowners what they wanted with unique interior features. We also innovated with back-to-back townhome designs, which were extremely successful. This type of design allows for wider townhomes with more windows and open-concept second stories, instead of typical narrow townhomes. They also use less land and cost less to build than traditional townhomes.
Results: We sold 60 townhomes in one weekend, and generated a list of over 1000 names. The buzz and energy created from our unique positioning carried through the entire campaign and helped Mayfair sell out quickly. Branthaven subsequently used this concept to sell other townhome projects.