Master planned community of the year; best signage; best landscape design
By Carolyn Weber
In new-home marketing, it is as important to pick a theme as it is to carry it through. At The Pinehills, a 3,060-acre, master planned community in Plymouth, Mass., nothing was overlooked. From the big barn-style entry monument that greets visitors, to the etched granite boulder directional signs, to the classic New England shingle-style homes, to the barn-red brochure with a prominent pinecone, it all says that The Pinehills offers a peaceful, small-town lifestyle.
The Pinehills' marketing, landscaping, architecture, and sign program play up the pastoral setting where residents can walk out the door and play golf, go on a walking trail, or walk to the town center for an ice cream cone. "It's got everything that a small town should, yet it's just 45 minutes from Boston," notes developer Tony Green.
When Green was still going through the permitting process he hosted breakfast for 300 people over a two-year period and asked them what would motivate them to move. His instincts were confirmed when they all noted that neighborhood, views, environment, and lifestyle were tops on their lists. "Places give people feelings, and we knew from that market research that buyers are extremely conscious of the environment," Green notes.
No details of the marketing and design were left to chance. Green and his partners remained consistent and created a quality environment that has attracted over 160 home buyers in the last two years. "We built a setting for people to turn into community," says Green. According to Green, these quality touches are more costly in terms of time than money.
Builder/Developer: The Pinehills, Plymouth, Mass.; Landscape design: Hawk Design, Charlestown, Mass.; Celtic Scape amp; Design, Plymouth, Mass.; Jordan Associates, Laconia, N.H.; Signage: Lenny DiBona, Rockland, Mass.; Amidon, Sandwich, Mass.; Ad agency: Pam Halloran Design, Boston; Hill Holliday, Boston
The Coconut Plantation at Ko Olina Resort amp; Marina, Kapolei, Hawaii
Attached community of the year--(suburban); best brochure for a community with an average sales price $250,000 to $500,000; best Web site for a community; best black amp; white ad--single project
Even a project located on an idyllic paradise island needs promotion. No matter how wonderful the setting, it's sunk if no one knows about it.
This memorable marketing campaign positions the community of 270 homes as the ultimate in tropical resort living. Sales brochures, highlighting the enclave's breathtaking views and landscape, employ lifestyle photography and rich architectural color renderings to set the tone for luxurious living. Upon distribution of the brochures to a preview list of prospects, Brookfield Homes recorded 26 sales.
Bright visuals, dynamic animation, lively native Hawaiian music, and easy links made the Web site, today's most important marketing tool, a winner. Information about location, floor plans, amenities, weather, and access to the site plan are provided. A basic registration form creates an easy way to join the interest list. Upon the initial upload, the Web site received a monthly average of 8,000 hits, which increased by 140 percent in the next seven months. Over 850 Web-based registrations led to 54 sales.
Builder: Brookfield Homes, Costa Mesa, Calif.; Architect: Scheurer Architects, Newport Beach, Calif.; Interior design: Design Line Interiors, San Diego; Landscape design: The Collaborative West, San Clemente, Calif.; Miyabara Associates, Honolulu; Signage: Motivational Systems, Corona, Calif.; Ad agency/Web site design: The Weston Group, Los Angeles; Graphic design: InterCommunications, Newport Beach, Calif.
Island vacation package: Heavy paper stock and lush photography are worthy of a resort project with prices that exceed $500,000. The community features two types of homes, paired resort homes as well as flats and townhomes. All of the architecture reflects the tropical location, with light colors and covered porches for enjoying island sunsets.