The Fast-Sell Program.

How to pre-sell 75% of any downtown 
High Rise Condominium in 150 Days?
Or less.  

PROBLEM:  

City Planners hope to rescue a blighted downtown area.   They hope high rise residential and commercial buildings will supply patrons for a new wave of restaurants, shops, galleries, and theaters.

Real Estate Developers want those restaurants, shops, galleries and theaters already in place, to attract tenants and buyers for their own projects.

Both Dreams are viable, but which Deal comes first?

How can marketing help both parties achieve Real results?

SOLUTION:

The Fast Sell Program applies basic principles of strategy, positioning, branding, and sales promotion to a parcel of City-owned land near or in a soon to be renovated downtown area.

The parcel might overlook a river, a lake, or a public park.  The location is otherwise geographically questionable given the transitional nature of the surrounding neighborhood.  

The City has decided to ease permitting, licensing, and impact fees to attract investors, and has offered this parcel and several others at attractive terms to high rise condominium developers.

You are a Developer.

It will take you two to three years to build, say, a 20-story, 150-unit luxury high rise condominium or mixed-use complex on the parcel.

How do you position, brand, and market the HRC so that you sell out rapidly and so that when your buyers do move in there will be an ample supply of new restaurants, shops, galleries and theaters in your immediate neighborhood?

Any generic HRC marcom plan can close 2-3% of walk-ins and sell 60% to 80% of units in two or three years.

Is there a way to sell 75% of all units in the first 120 to 150 days?

 

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(This presentation was devised for a SW Florida developer who,
the day before the presentation, flipped the land to a builder. 
I removed some of the brand references and published it
as an example of how I think. )



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