A strategic approach to introduce a new community
Challenge
When Andy Isakson, Founder and Managing Partner of Isakson Living, experienced trouble finding a retirement community that would provide an elegant environment and which combined onsite healthcare services with social activities in a thriving community of friends and neighbors for his own mother, he decided to build one! Peachtree Hills Place (PHP) is the result of his global journey for inspiration and his knowledge of real estate markets and residential housing. As the first and only luxury, equity model, continuing care and senior living retirement community in Buckhead, PHP offers an unprecedented model of carefree home ownership for 55+ with concierge-level services rivaled in the finest clubs. With his vision solidified and plans in motion, Isakson tasked us with the goal of rebranding the development and generating highly-qualified leads for the new community to accelerate the pace of home sales. Our team immersed ourselves in the vision for PHP and went to work!
Solution
Bringing the vision to life The new Peachtree Hills Place branding needed to deliver on the vision for the community and speak to not only the affluent Boomers who would be joining as residents, but also to the adult children charged with finding suitable living arrangements for their aging parents – as Iskason himself did. We looked carefully at the branding efforts already in place for PHP, market trends and insightful data before developing the new brand and took Isakson’s statement of “it’s all about the people” to heart. Photography of residents enjoying the many amenities planned for PHP took a front row in the new brand, showcasing the active lifestyle and broad range of social activities residents could enjoy. Videos were also produced to really drive home the community-centric nature of PHP and give potential residents a glimpse of what was to come. Building a community In addition to the brand refresh, a multi-pronged strategic marketing plan was developed and put into place that would deliver on the accelerated sales pace set forward as the goal for the project. A new website, print / PR campaigns, direct mail, digital and social marketing campaigns, new photography and video, and a host of other collateral from signage to member packages were developed as part of the overall plan. Fitting for the community, the sales process for PHP then became a very social process. Using the newly enhanced website with data capture to help gain insights on prospects, we were able to implement a more personal, 1:1 approach. Monthly cocktail hours with members who’ve already purchased and those still considering a purchase allowed residents to get to know each other and build a sense of community before move-in day arrived.
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