Condominiums – Selling the “Good Life”

In several instances, Primm has taken over the promotion of projects when previous marketing campaigns have failed.  Harbor Gate Condominium was half empty and sales were stalled, although the residents were very satisfied.  So Primm let them tell their story through media advertising and a video presentation for prospects, taking visitors on a virtual tour of the occupied units and letting them hear what actual owners had to say.  Subsequently, the project sold out in weeks, after only half the allotted marketing budget had been spent.

Another condominium project presented Primm with an even more difficult challenge. Oceans, a major luxury condominium on the Virginia Beach oceanfront, was confronted with both unsold units and unhappy residents.  Primm approached the latter with a series of resident-developer meetings wherein a lively give-and-take could air and resolve issues.  In addition, we arranged for a series of catered parties for residents and guests.  Each party had a theme (New Orleans, The 1920's, The Carribean, etc.) and was very successful – building community spirit, showing the property in a good light, and bringing in new prospects.

In the media marketing campaign, Primm took a “Hollywood” approach, showing attractive subjects leading a fun and glamourous life at Oceans.  Full-page color ads in regional editions of national magazines, full-color brochures, and direct mail showed the “good life” at Oceans and encouraged inquiries.  We ran a series of newspaper ads, showing the structure, with “SOLD” stamped across each occupied residence. As weeks went by, the growing accumulation of “SOLD” signs created a sense of urgency, and continued as the project sold out.