The Dream Must Be Tied to The Future. 

Instant gratification is impossible.  Nothing will be Real for two years.  The brand promise must convince prospects that we are worth the money and the wait.     

 

The Seven Generic Strategies discussed in the side-bar (The View, Details, Downsize, Downtown, Fun, Growth, and Invest) contain a common emotional appeal and one strong rationale.

The strongest emotional theme that runs through all seven strategies is Escapism.

Some homeowners wish to escape the lawnmower. 

Seasonal vacationers wish to escape work & cold.

The City wishes to escape its dowdy recent history.

Entrepreneurs wish to escape the restraints of other markets.

Investors wish to escape the vicissitudes of the stock market.

Commuters wish to escape the Interstate.

Pedestrians wish to escape to the sky.

Everybody wants to get away from something!

 

The strongest rational theme is a Sound Investment in the future growth of the downtown.

Vibrant redevelopment requires new talent from other markets.

After years of neglect by the local business establishment, the downtown can grow ONLY by attracting fresh blood - people who will supply the private investment and vigorous effort needed to build new restaurants, galleries, theaters, shops, businesses, and enterprises on property now occupied by government buildings and locally operated establishments. 

They'll all need a place to live.

 

The property should be positioned as the exclusive and preferred future residence of the Key People who will make the downtown the best place to live, work, play and... escape!

Today's market is not just Active Condo Shoppers. 

Today's market is all area HNWI's who believe that downtown will a good place to live sometime in the future - either for themselves or someone else.

Future down-sizers, up-sizers, relo prospects, first-time vacation home buyers or currently happy homeowners and commuters can rationally invest in an apartment here today and defer the decision to move in until the Dream becomes a Reality.  

Meanwhile, they can enjoy their lives.

The themes of location, exquisite detailing, spacious floorplans, fun, downtown activities, economic growth, etc. all serve to support the Brand Promise:

Now you can take advantage of the potential future growth of downtown, because in two years, this will be The Place to Live.

The Dream, the Deal, and the Real always occur in that order in any purchase - from a 10-cent lollipop to a million dollar home.

How shall we create the Dream and make the Deals while we build the Real?
  

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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