Cheri Heflin and Company

Situation

The developers of a resort community wanted to market properties in their community in more ways than just relying on a local realtor’s listings.  They wanted to showcase the community to a wider audience, and sell a few of the properties within a set period of time.  The problem for the developers was determining the specific audiences to appeal to, as well as the best ways to reach those potential buyers.

Strategy

After research, it was determined that the primary reasons for purchase of a home in Aspen Village were for investment, a family getaway or a retirement home.  This meant any efforts needed to be targeted enough to reach these audiences, but broad enough to include potential buyers within each of those groups.

As a result, both a website and brochure were designed touting benefits of owning a property in Aspen Village that would appeal to all three groups.  The website design included a data collection interface that allowed developers to build a list of potential buyers they could market to in future efforts.  As well, the brochure also functioned as a direct mail piece that could be mailed to the potential buyers.

To expedite the sale of a few properties, a television advertisement was created to run in the area of the community during the heavy period theof tourist season.  As a result, Aspen Village was able to generate more interest in their community at a key time that resulted in property sales.