The Dream.  The Deal.  The Real.  

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?

 

This exercise applies basic principles of strategy, positioning, branding, and sales promotion to a hypothetical 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 on the parcel.

How do you position, brand, and market the product 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?

 

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(Some of the graphics in this article reference 
a city in SW Florida that faces this exact problem.)



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