In the Age of CAD and the Internet, the printed floor plan seems like a relic of the 1950's.

Virtual Reality sells a Dream better than ink on paper.  On-line 360o CAD walk-throughs make more sense in this day and age.  If our architects can build them, we should use CAD for the initial floor plan presentations.

The website should be an on-site selling tool.  Give the public access to SEOP Dream pages.  Give Qualified Prospect get password - protected access to the finer details.  

When construction begins, the site should continue to display a live web-cam image of the property.  People like to keep track of their Dreams.

A section on corporate credentials is di rigueur.

In time, Residents will use www.northernlights.com as their main source of inside news, information and internal communication.  In the meantime it will serve as a reference point for active shoppers, curiosity seekers, Google searchers, tourists, local pols, and the press.  

Run banners on available B2B and selected media pages.  Show them the view.  Give them a taste of the Dream, and directions to the property.  

Give no one an excuse to say, "No."

Is there any paper, other than contracts?  Yes.

Printed floorplans and text/photo descriptions of Standard Trim amenities and finishes should be compiled in a Prospectus on the property.  This confidential document can be an addendum to the purchase contract.  




Actual blueprints are much closer to Real than artist's versions.  We're selling to adults.  Unroll the the real thing. 

Tiny floorplans probably kill more sales than they make.  People pick up the newspaper and compare dozens of floorplans and prices side by side.   "Oh, look dear - here's a cheaper one!"  

 
Features, finishes, fixtures and trims are better presented visually than in text.  

No two Mercedes, Hatterases or diamond necklaces are exactly alike.  High Net Worth individuals are often fickle and always want things their way.  Especially when they're spending close to a million dollars.  The more Options we give our prospects, the more likely they will make a Deal.

Multiple Sales Options can yield three to four times as many net Contracts as generic HRC sell-in programs.  The additional revenues generated by multiple options can often pay for the entire marketing program.

During the term of a 30- or 90-Day Option, prospects get to think about What to Buy, not If.

"What to Buy?" opens up yet another level of Options.

 

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FSP-Intro   Competition   Planning   Seven Strategies   The Correct Position
Start Up   Start Up II   Start Up III   Month One   Day One   The Name    Brand Intro
MCPS Media Plan   Collateral   Floorplans?   Trim Options   Wrap