The temporary sales center at BellaMaré, a 310-unit luxury condo tower amid an island community of similar development, allows prospects to tour a ground-floor model ... but you'd never know it by the view.
In addition to a working elevator door that opens to the lobby of the finished and furnished floor plan, every window in the model sports a photo on a backlit translucent (or duratrans) panel that replicates the view of Miami harbor and the skyline beyond as if from the 30th floor.
A similar treatment greets prospects when they enter the project's reception area and sales center. But it is the model, which includes the plan's master suite, kitchen, and balcony, that has the most impact on prospects. “They get an immediate idea of what living in the building will be like,” says Mike Curtin, senior vice president of sales and marketing for builder WCI Communities. “Visually, it's very stimulating and also representative, which is the most important aspect.”
The $2 million sales center has helped WCI sell at a pace of six units per month after opening in July 2001. “Typically, buyers are making a decision on floor plans alone,” says Valerie Cope, WCI's marketing communications manager. “With the full-scale model, they can feel and touch what it will actually be like when it's finished.”
Campaign Details Program: Sales center; Builder/Developer: WCI Communities, Bonita Springs, Fla.;Cost: $2 million; Designer: International Design & Display Group, Miami Lakes, Fla.
Learn more about markets featured in this article: Orlando, FL.