Legends Ridge: Integrated campaign helps a development overcome negative history
Challenge
Overcome a community’s inherited negative history to increase buyer traffic and sales of home sites.
Solution
Developed and implemented a 15-week, integrated campaign that included focus group research, advertising, direct mail, email marketing and media relations.
Results
- 13 houses sold in four months
- Resale prices averaged $25 per square foot higher than previously
- New home closings averaged one every 2.5 weeks
- Five lots sold in 90 days
- 38 percent open rate for email campaign
