An aggressive Realtor outreach program included a phone campaign, direct mail, increased in-person presentations at Realtor meetings, and, for a short time, increased Realtor commissions. Since the beginning of 2007, 52 percent of sales were broker-driven.
“Early on, we were selling so well, we didn't have a lot of broker participation,” Moyer noted. “We really tried to get out in the community, doing stuff that a lot of people had gotten away from. It's going back to basics.”
LOCATION: LA MESA, CALIF.Community: Serramar at La MesaTotal acreage: 110Date opened for sale: May 2005Product: Single-family homes ranging from 2,077 square feet to 4,264 square feetPrice range: Base prices from high $600,000s to high $900,000sTotal number of for-sale units at build-out: 228Sales to date: 195Builder/Developer: Lucas and Mercier Development, Carlsbad, Calif.Architect: Plans 1–6, Newman Garrison Gilmour + Partners, Newport Beach, Calif.; Plans 7–9, Bassenian Lagoni, Newport Beach, Calif.Model merchandising: Design Line Interiors, San Diego
COZY AND CLASSY: Builder/developer Lucas and Mercier packs a host of design features into the plans at Serramar. An extensive color palette and a wide range of elevations minimize redundancy in the streetscape.
SMALL FOOTPRINT, BIG SPACE: Architect Kevin Newman designed with affordability in mind to make it easier for buyers to qualify for mortgages, yet still feel like their home is spacious. He eliminated two-story family rooms to maximize living space on the second floor, without sacrificing openness on the main floor.
LIFE STYLE: With nine models to merchandise, the team from Design Line Interiors themed each house around a particular life phase. One of the smaller floor plans, Plan 2, includes a play room targeting families with young children.