Having successfully marketed several of Homes by DeSantis’ projects on the shores of Lake Ontario in Stoney Creek and Grimsby, we were happy to take on their newest initiative: a smart collection of townhomes at the QEW and Fruitland Road.

We created a unique identity–brand for the project, including its name (MYST), which is a stylized spelling of MIST but also includes an acronym for MYST (my street). A nice double meaning.

Our initial marketing efforts included the creation of a registration landing page and compelling site signage/Hwy. billboards/Sales Office signage aimed to promote registration. Also included in our Lead Gen campaign were print ads in the Hamilton Spectator, Burlington Post and NEXT HOME.

The results were impressive. More than 3,000 people registered to the site.

Meantime we designed and produced a sales brochure using life-like renderings, compelling lifestyle imagery and descriptive copy to create a strong project identity. The brochure would be instrumental in the success of the ensuing sales events.

Working with the homes by DeSantis sales team, we designed a launch strategy that included appointment bookings over 3 days. The first night was a VIP event and the next 2 days were for registrants.

We created an online booking module where we pre-set appointments for VIP guests and opened up registrants to book their own appointments in pre-set time slots.

Our registrants were targeted with an email campaign that outlined the process and explained what to expect and what to bring with them to their appointment. A series of reminder emails and appointment confirmations were sent as well.

The results were pretty incredible.

The initial release of 101 homes (35 homes were held in reserve for the Grand Opening Launch) experienced robust sales. Ninety-six units were sold in the three days of appointments, leaving a total of only 40 homes remaining for the Grand Opening, achieving an impressive result of 80% sold in the first week launch.

Considering the general slow down in all home sales in the GTA caused by government cooling strategies, mortgage qualification changes and interest rate uncertainty, the success at MYST certainly proved that creating pragmatic strategies based on actual market conditions can override objections and close sales. Each project is different and each project brings with it a unique set of challenges that we met head on. It isn’t just about creating compelling brands and advertising; it’s about smart, strategic marketing. At 52, we do both.

More News