Building:	Mosler Lofts
Location:	Belltown
Client:	The Schuster Group
# of Homes:	150
Year Completed:	2007
# of Stories:	12 over parking and retail

Challenge

The building is located one block off busy Denny Way on Third Avenue with one third of the homes facing a brick wall on an alley. Initial challenge was to design homes that were unique and would resonate with the target market we identified for the property. Views were minimal compared to many Belltown properties and the location is a bit off the beaten track for Belltown so we determined product would be the key selling point.

Secondly, the space available nearby for the pre-selling effort was tiny at just over 1000 square feet. Pre-sales were required so we were tasked to design a center in this small space for a full sales crew including a design center for our buyers to make their color and upgrade selections which were quite extensive.

An additional element this developer was keen on was to seek LEEDTM certification which stands for Leadership in Energy and Environmental Design. This is a Green Building Rating System developed by the U.S Green Building Council that provides a suite of standards for environmentally conscious construction. The idea is that green buildings use key resources more efficiently when compared to conventional buildings and that they create healthier living environments. Our challenge was how to market LEEDTM to resonate with buyers in addition to creating higher revenues for our Seller for this effort.

Solution

Williams Marketing worked with the Owner and architects to design small but very efficient and unique spaces that are open high-ceiling plans with large windows and minimal interiors. Most homes have no closet spaces with the idea that there would be furniture pieces available as upgrades so that buyers could design their space to fit their individual lifestyle. Mechanical and plumbing are exposed for a unique loft like feel and look. Concrete ceilings with wood floors throughout completed the loft-like feel with an element of warmth from the wood. An extensive list of available upgrades including furniture pieces were made available through the Owner's interior group.

The sales and design center, while extremely small offered a working bathroom that doubled as a typical model home bathroom. A kitchen was installed as a vignette but was also a working kitchen. Sales desks were out in the open creating an open and friendly atmosphere. The only room that could be privatized was a small conference room that doubled as a design center. An excellent virtual tour was done and large plasma played continuously which could be seen from the street in off hours to attract attention 24/7.

To market the LEEDTM we conducted several focus groups with both potential buyers and brokers to find out what aspects would resonate as part of the buying decision. Once on market we worked with individual buyers to find out what aspects of green were important in their buying decision and which were not so important.

Results

The majority of the homes were sold out of our pre-sale information center and the building was virtually sold out upon completion. The loft homes are unique to the marketplace and Mosler Lofts is the first condominium in Belltown to seek LEEDTM certification for its efforts at green building techniques. After closing we sent out an additional questionnaire to buyers to find out what aspects of green resonated once they had lived in their homes for a period of time.