Our Real Estate Marketing Plan Helped Rockland County Development Escape Troubled Market and Find Success

The current housing downturn has hit the new home sales market the hardest. Many developers who planned their projects during the boom years unfortunately saw demand evaporate. Our firm has a real estate marketing track record for boosting demand even in the most tumultuous climates. Below is one example of how we helped a developer beat the odds and achieve success in a struggling market.

The Views at Pomona in Rockland County

This 58-unit adult townhome community offers a host of standard luxury features, such as stainless steel kitchen appliances, granite kitchen and bath countertops, nine-foot ceilings, and central air conditioning. It also has an outdoor heated swimming pool and a 2,800 square-foot indoor community center that includes a fitness studio, community room, a business center with Wi-Fi connected computers and a conference room. The target market consisted of local residents who desired a maintenance free lifestyle choice with modern amenities and high-end finishes.

The Marketing and Advertising Plan for this Real Estate Development:

The first step was to perform a detailed market analysis and careful review of the features, amenities and location of The Views at Pomona. We then investigated and evaluated all media in the area based on programming opportunities, station demographics, inventory availability, and general advertising climate and created a road map for obtaining a larger share of the market. Once complete, our firm implemented a strategic, comprehensive branding, marketing and advertising plan comprised of:

Logo design, stationary and postcards
Floor plan layout for use in marketing materials
An elegant presentation folder with beautiful photography of the project and an area map and four saddle-stitched pages containing engaging information on the development, builder and surrounding area
Inserts for each home style, which included floor plans, amenities, features, site plan, and renderings
A six-page website, which included a content management system so the client could make changes to the information
Front entrance and directional signage
Sales center office displays of area map, renderings with floor plans, lifestyle shots, site plan and the builder’s story Print, radio and online advertising
Media planning and buying
Press releases and media placement

Results:

AJ Ross positioned The Views at Pomona as a leader in Rockland County’s Active Senior Town Homes. “We are delighted with the public’s reception to The Views,” said sales director Perry Goldman.” Our firm was able to help The Views surpass their sales goals. In addition to wonderful sales numbers, the development was honored by The Builders Association of the Hudson Valley as “The Best Age Oriented Community” and “The Best Multi-Family Community” in the new residential construction arena.