Challenge: To successfully sell townhomes in Georgetown, an area not typically known for townhome developments.

Strategy: Appeal to younger buyers by making the community hip and unique. Gain awareness through a social media campaign, capturing the attention of young people where they already spend much of their time – online.

Solution: We developed a hip “style” themed campaign, offering homebuyers “homes as fashionable as you are.” We offered homebuyers trendy interior features like electric fireplaces and stainless steel appliances, and let them choose from four interior colour packages. We developed an online social media campaign – a blog, Facebook page, and Twitter account – to attract and engage potential homebuyers and share the benefits of the community.

Results: Weaver’s Mill gained a lot of market attention, with thousands of registrants, and had a very successful preview opening, selling over 30 homes on the first weekend.