LOGO
Marketing Materials and Brand Development
A unique community like this required bold marketing materials that spoke to the very specific niche audience who are willing to live in something nontraditional. Yellow Duck Marketing embarked on creating a brand and sales collateral and website that had design inspired by the mondrian-esque custom iron balcony railings.
The award-winning brochure was actually an economically-produced pocket folder and digitally printed inserts. The copywriting embraced the navigation theme which appealed to the target market of buyers who blaze their own trail or make their own path. Headlines and floorplan names such as Chart a New Course, Get the Lay of the Land and Make Your Space Legendary speak to the map inspiration. The brochure’s folder pocket held a warranty information flyer as well as the four different model inserts. A simple floorplan wouldn’t do, so each colorful insert included rendered exteriors and statistics of each model, perspectives of each floor and elevations of side and rear of the homes to show there’s no “ugly” side. They also included all three floors, a description of each floorplan and what makes it distinctive and features. On the rear of the insert, we color-coded the site plan to show where that plan was available and showed the elevation with corresponding paint color for each lot.
Digital Presence and Project Success
The “meat” of the website sandwich is the Homes & Pricing page which had an interactive site plan with live inventory allowing real-time pricing that assisted the developer to raise prices of the homes as the project progressed. Due to the complexity of the project with prescribed plans on each lot, it was important to show the assigned lots for each of the floorplans for clarity along with their specific pricing and color home. The pricing table hyperlinked the anchor tags to the associated floorplan to jump a user down to the right part of the page that details each floorplan. Each floorplan section detailed selling points of each home plan, statistics, and oversized thumbnails of the 3D floor plan’s three floors that popped up to a lightbox, as well as downloadable floorplan dimensions. Below those it showed thumbnails of the various paint colors each model is offered in by lot and a recap of the siteplan with that particular model’s lots highlighted. In addition to highlighting the unique design features of each plan, the “special sauce” of the site features an interactive slider module to allow the user to “try on” the three interior finish packages so people could move the sliders to see the bathroom in the 3 different tile/cabinetry colors.
A key component of the marketing plan was earned media and was featured in Charlotte Agenda and the Business Journal, as well as key social media influencers. YDM executed signage, social media and email campaigns to complement aggressive broker outreach. The sales cycle rode the roller coaster of COVID – presales launched in January 2020 and the last closing was in October 2020, with the later homes seeing a 30% premium over presale prices, which allowed the project to outperform pro forma ROI.
