On a stunning site featuring the rolling hills and treed valleys of the East Humber River in coveted Kleinburg, McMichael Estates is a bastion of privilege and privacy. McMichael Estates will be Treasure Hill’s marquee community from design, through finishing.
The project’s design was inspired by French Chateau style architecture with English Tudor and Arts and Crafts influences; a nod to the historic precedent of the Kleinburg community. The creation of visually impactful homes with clusters of neighbourhoods off a main spine road, fostered the creation of attractive streetscapes that clearly distinguishes between public and private spaces.
Marketing for McMichael Estates was on a very accelerated schedule. The timeline to enter the market was very tight, so a condensed marketing plan was launched to generate registrants within a 5-week window prior to the initial launch to brokers and registrants. The campaign needed to quickly establish a memorable brand, convey a heightened sense of luxury and generate registrations.
The project was targeted to buyers seeking a home of upscale luxury, with ample greenspace and exclusivity and the resources to afford such a home. The marketing campaign hit its mark by painting a picture of the community as ultra-luxury through the use of rich golds throughout the campaign, gold foils and embossing on printed materials, 3-dimensional lettering on signage and sophisticated renderings. The campaign also reinforced a sense of exclusivity by prominently focusing on the fact that there were only 75 homes available and a limited number of prime cul-de-sacs.
One of the marketing features that worked very well was the use of a cream-coloured watercolour texture utilized as a background across all the branded elements to create a unified look and feel. A custom illustrated graphic was also created to help position the brand and its connection to art and nature. This illustration included a painted silhouette of a woman in profile, and within her silhouette, a tranquil forested scene. Together these two elements created a strong visual identity across signage, digital ads, print ads and televised banners.
The campaign garnered over 4,500 registrants in under a month. Sales were swift and due to the overwhelming demand, starting prices increased from $1.9M to well over $2.5M in a matter of days.
Marketing Review and Strategy
Sales Brochure and Floorplans
Sales Office – Interior Displays