Successful master-planned community developers are evolving their marketing messages to allow for more comfortable, socially distant interactions for future buyers, while they foster the sense of community that is special to their existing residents. These developers are also at the forefront of community service with a focus on neighbors and first responders in need.
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Developers have enhanced the online experience with virtual journeys of their communities and video tours of the neighborhoods, models, and amenities. Live chat features also allow prospects to dialogue with the developer representatives immediately. Examples include:
- Find Your New Home, From Home by Hillwood Communities. Hillwood’s message is direct and effective.
- Del Webb Charleston at Nexton’s Facebook Live drone tours
- Lennar’s guided tours and private self tours, including a detailed video showing what the experience will be like before you make an appointment
Developers connect their residents online through public forums like Instagram and Facebook. They have increased website traffic, engagement, and registrations via social media efforts, and tell us they will continue to host virtual events even after the stay-at-home orders have been lifted. Here are some creative ideas from across the country:
- Quarantine Cooking Classes and Open Mic Night at Home Edition at Daybreak in Utah
- Ranch Nites LIVE! Virtual Happy Hours at Lakewood Ranch in Florida
- Bowling and Bloody Marys and Garage Lip Sync contests at Margaritaville in Florida.
Developers support residents who deliver food or supplies to frontline health care workers and mobilize to help at-risk neighbors. Developers are also working to make home buying easier for first responders.
- Two of Newland’s most recent initiatives:
- Waterset, Apollo Beach, FL: Community Collects 1,000 Meals in Contactless Food Drive
- Briar Chapel, Chapel Hill, NC: Collecting More Than 5,000 Pounds of Food
- Rancho Mission Viejo in Orange County is partnering with its builders to help busy first responders purchase homes. The Ranch Is Home to Heroes highlights the significance of caretaking, neighborliness, and giving back during these difficult times.
The effort and creativity from communities around the country will result in stronger market share and increased sales once the country and housing markets improve. And most importantly, these efforts represent the right thing to do.
We have so much great content from around the country we could not fit it all in this post. Look for more in the future or contact Ken Perlman or Lesley Deutch for additional examples.