FEW PROJECTS, EVEN THOSE ON A COASTLINE, CAN EASILY DRAW prospective buyers from both land and sea. MiraBay, a 2,050-unit project in Southshore, Fla., has done so by taking advantage of its canal access to Tampa Bay with project signs at the mouth and along the channel. The signs invite boaters trolling the bay to steer into the project for a look-see at its dockside model homes, which front 3.5 miles of saltwater canals and a 135-acre freshwater lagoon (the two are separated by a boat lift). Boaters can tie up and walk a dock to the models, which sport their own waterfront signs identifying their respective builders and model names.
The signage is consistent with the design of other MiraBay marketing materials, and it was the result of a resident-run mariner's club brainstorm to take advantage of the project's access to the bay. “It's one more way to see MiraBay,” says Paula Elliott, the project's marketing manager, who has also conjured up merchandising, including hats printed with MiraBay's nautical coordinates.
MiraBay's sales total 433 units since the project opened in 2002, including 233 sales just last year, thanks in large part to the polyvinyl signs that went up last June. Prices for single- and multi-family homes range from the mid-$200s to more than $3 million. At build-out (anticipated for 2008), MiraBay expects to have 1,350 single-family and 700 multifamily homes completed.
Campaign Details Program: Signage; Developer: Newland Communities, La Jolla, Calif.
Learn more about markets featured in this article: Orlando, FL.