Where do we hang our hat? 

What vision do we present from Day One that justifies a $130,000 down payment on a ±$650,000 condominium that will not be finished for two years?  Why would anyone buy from us instead of from anyone else?

What is the Dream?

1. The Site	PROMISE: Here at "The Riverside" you can enjoy breath-taking views of the river (lake or park) from your own private balcony.
PROS:	True.  Projects luxury & exclusivity.  Justifies price.
CONS:	Generic. Same view may be offered by other current or future condos.  May not be sufficient to overcome resistance to downtown dowdiness.

2. Details	PROMISE:  Here at "The Mercedes" you can enjoy exclusive luxury living in a condominium whose elevations, landscaping, common areas, amenities, floorplans, trims & finishes are truly exceptional.
PROS:	Gives HNW Active and a few Future Shoppers emotional  & rational reasons (taste, space needs, security, etc.)  to prefer our property to similarly priced competitors.
CONS:	No reference to anything Real, unless similar nearby properties have already been built by the company.  All details exist only on paper.  Limited options may invite trivial objections.  Other condominiums may offer similar details.

3. Downsize	PROMISE:  Here at "The Liberty" you can enjoy luxury living without the hassles of caring for a single family home that may now be too large for your family.
PROS:	May appeal to some HNW SFH owners, empty-nesters, first-time vacation home buyers, and seasonal residents who are planning to downsize in the distant future.
CONS:	Generic.  True of all condominiums. Active down-sizers can solve the problem faster elsewhere.    Lampooning the hassles of home-ownership may disgruntle some  broker agents.

4. Downtown	PROMISE:  Here "The Metropole" you can live within walking distance of the shopping, dining, and entertainment of a vibrant new downtown.
PROS:	True.  Downtown will become more active and appealing during the next two years as new businesses, restaurants, theatre, galleries, boutiques, etc. are opened by locals and entrepreneurs from other markets.
CONS:	The downtown area has acquired an historical image of dowdiness which may take time to erase.   Generic "downtown activity" ads build a case for all nearby condos and may diminish brand recall.

5. Fun	PROMISE:  Here at "Le Bon Temps" you can enjoy attractions, boating, golfing, beaches, tourist activities, shopping, and theater from an exclusive address convenient to everywhere.
PROS:	True.  Borrowed interest imagery sure to appeal to seasonal and year round residents, first time buyers, and tourists.
CONS:	Generic.  True of all local condominiums and SFH developments. Available sooner (and at lower cost) from competitors.

6. Growth	PROMISE:  Now you can live close to work, in the middle of a booming local economy, and be part of a vibrant downtown redevelopment.
PROS:	Economic growth appeals to everyone.  Rationalizes an investment today and a two-year wait.
CONS:	Growth is in the future.  Suburbanites can take part in it equally well.  This strategy should be executed by the Economic Development Commission.

7. Invest	PROMISE: Now you can invest in a luxury high rise downtown condominium today whose value is sure to increase during the next two years.
PROS:	Broadens the market to include  anyone who might want to live in a luxury condo in the future, or who believes that downtown growth will drive prices up. Does not require the buyer to be the occupant.
CONS:	Explicit promises of future resale values are obviously illegal.  Like economic growth, this positioning will be true of all other downtown and nearby condos and SFH developments.

Each of these positioning strategies is plausible.  Some are stronger than others.  

We'd recommend a brand positioning that combines the two strongest emotional and rational appeals with selected support details from each strategy.  

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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