Building:	The Concord
Location:	Belltown
Client:	Trevor Jones
# of Homes:	203
Year Completed:	1995
# of Stories:	2-13 story buildings

Challenge

Williams Marketing was asked to pre-sell all of the 203 condominium homes prior to completion in an emerging neighborhood that was in the middle of no man's land with no restaurants, retail or other nearby amenities. The first challenge was to sell the first 90 homes in 90 days.

Solution

During the initial feasibility we conducted several focus groups in order to assist the client in creating the right product for the target market we identified. We then assisted in the design effort to create a mix of homes that would appeal to the target market. Through our focus group work, we determined buyers and agents viewed the site as being more closely aligned with then emerging Belltown so we focused our campaign on making Belltown attractive as the "hip" and "connected" place to be.

A state of the art, creative and informative sales information center was constructed in a retail store front near the site. The sales information center was equipped to help "create the vision" of the homes, complete with computerized virtual tours which were "state of the art" and new to our market area. Williams Marketing staffed the center with highly experienced urban real estate agents who specialized in condominium sales and were able to clearly demonstrate the homes and their lifestyle benefits to prospects. A strong advertising and direct mail campaign and a creative website kicked off the pre-sale effort and an ongoing program of advertising, including heavy emphasis on e-marketing, were maintained throughout the sales campaign.

Results

100% of the homes were sold upon completion of construction, with the first 90 homes sold in 90 days. The property started a trend of new urban housing in a transitional area that is now considered part of Belltown.