Project Greenlight
description
Transcript of Project Greenlight
Project Greenlight
The Initiative.Change seems to be the one thing that is a constant in today’s real estate marketplace.
And when it comes to repositioning real estate, we’ve learned that with change comes
opportunity. That’s why Greenhaus offers strategic programs for investors and
developers to identify new buyer segments and communication plans to get projects
and companies on track.
20 years experience
RE-POSITION
RESTART
FIND A TARGET
LAUNCH
MAXIMIZE
How We Can Help• Re-position a new asset, company or existing
brand for today’s market.
• Restart the marketing engine – with a new team and new ideas.
• Make more out of less – get better results with limited budget and resources.
• Reach new prospects – with new media and more targeted messaging.
• Find and target highest propensity to buyers – to kick-start absorption.
• Launch newly entitled communities.
• Maximize the value equation – where price, product and place succeed.
• Harness our 20+ years of experience marketing master planned communities, resort destinations, active adult and new homes to get up-to-speed quickly, cut through the clutter and make a difference to the bottom line.
Our ApproachWhether launching a new community,
resort or company or re-positioning an existing enterprise, we follow a standard, proven
process. By segmenting the life-cycle of our process, we have designed six “packages” which can be merged together or chosen separately – note that each of the six are typically sequential
in nature, but if you need just one of these services we can discuss the best approach.
1. A Deep Dive Into Who To Market To. If current market intelligence is not providing compelling insights about potential buyers, we dig deeper. Some research we may conduct. For other, more complex consumer research we would assist your team to retain the right partner. Most importantly, we can translate what it means into action at the project and sales level.
2. Evaluation of the current Sales and Marketing Program. We diagnose what’s working and what’s not. If you don’t have history with an existing asset, we help identify quick fixes that could result in big wins. An “experience audit” looks at the property, sales and marketing from a “consumer experience” point of view, which in turn highlights ways to improve overall performance.
3. (Re)Positioning Strategy. We identify what is compelling and meaningful today. This body of creative work defines the brand moving forward and how language and visuals are used to communicate to a re-defined audience — Brand Standards & Guidelines memorialize recommendations for broader use.
4. Comprehensive Marketing and Media Plan (with schedules, timelines and budgets) incorporating today’s mix of communication approaches; and budgets.
5. Campaign Execution. Completion of the advertising, marketing materials, website or digital marketing needed to execute the plan.
6. Campaign Management. Ongoing supervision, tracking, evaluation, and strategic planning (provided weekly, monthly or quarterly).
O N E A D D R E S S . Steps from everything.
*HAC 24C-10 Hacienda Label 3:Layout 1 7/2/10 2:19 PM Page 1
*HAC 24C-10 A-Brochure Cover v3.indd 1 7/2/10 2:22:18 PM
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:46 PM Page 14
HACIENDA DAZZLES AT DUSK ON ITS PRIME PLAYA MEDANO LOCATION.
WE MAINTAIN OVER 300 FEET OF BEACHFRONT FOR THE EXCLUSIVE USE
OF HOMEOWNERS AND GUESTS.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:46 PM Page 15
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 4
THE BEACH CLUB AT DUSK. LIGHTS FROM HACIENDA COCINA Y CANTINA
SHIMMER ACROSS THE LOWER INFINITY POOL. HACIENDA’S UNIQUE
AMBIANCE BLENDS COASTAL MEXICAN AND MEDITERRANEAN MOTIFS.
IT’S A DAZZLING PLACE TO COME HOME TO.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 5
THERE IS ONE REMARKABLE ADDRESS
steps from everything in Cabo.THERE IS ONLY ONE ADDRESS
steps from everything in Cabo.
SALES INFORMATION FROM U.S . 888-256-4345
FROM MEXICO 624-173 -9 100
RESERVAT IONS & INFORMATION 888-837-062 1
H AC I ENDACABOSANL UCAS .COM
This is not an offer to sell, nor a solicitation of an offer to buy, to residents of any state or province in which restrictions and other legal requirements have
not been fulfilled. This offer is void where prohibited by law. The prices, plans, amenities, availability and improvements shown are subject to change without
notice. Scenes may include locations or activities not on the property. All pictures, photographs, and images are owned or licensed by Hacienda Beach Club
and Residences and affiliates. Any use, reproduction or distribution of pictures, photographs, and images without written permission is expressly prohibited.
01/10
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Image crops to circle. Bubble image flips to logo and moves up a bit. Above Carmel Valley fades in. Logo slides up a bit and reduces.Resort-style type fades in.
Logo and button fade in.
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
ABOVE CARMEL VALLEY.VIEW HOMES NOW
TOGETHER
AT L AST.COOL L IFESTYLE. COOL ADDRESS.
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RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
ABOVE CARMEL VALLEY.VIEW HOMES NOW
TOGETHER
AT L AST.COOL L IFESTYLE. COOL ADDRESS.
LivingSmart® Feature signage for Kitchen
Slab granite countertops
come standard.It doesn’t
get any better.
Recycling made easy. A cabinet in your
kitchen with dedicated recycling bins.
It’s true. Stainless steel is standard here on all included
kitchen appliances. And your appliances
are EnergyStar® energy misers.
All air ducts are sealed— which means there’s very little air escaping into your attic—
saving you money on heating and air conditioning.
Now you’ll have continuous hot water, thanks to your optional tankless water heater.
A real energy saver.
High performance insulated stucco
helps keep your home warm in the winter, cool in the summer.
Fluorescent bulbs use less energy,
generate far less heat, and last longer than incandescent bulbs.
A bright idea.
Place in kitchen?
Place in garage, next to tankless water heater?
Stable, strong and stingy. Our engineered lumber stays
straight and saves trees.
Vacuum, without the drag.The central vacuum option
makes dirt removal easy and quiet. Dust and dirt are whisked to
a canister located in the garage.
NOTE: Not sure where this sign will be placed.
The PardeeSummer
Event.Cool. Very cool.
The Pardee SummerEvent includes:
The Pardee SummerEvent includes:
The Pardee SummerEvent includes: The Pardee
SummerEvent.
Monthly payments from $960/mo.*
Visit our 8 great neighborhoods now.
Our Pardee Standard:Granite, stainless, & more included
Zero closingcosts*
Our LivingSmart®
homesmean energy
savings
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Together at last slides in from left, pauses, then slides out to the right.
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Image crops to circle. Bubble image flips to logo and moves up a bit. Above Carmel Valley fades in. Logo slides up a bit and reduces.Resort-style type fades in.
Logo and button fade in.
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
ABOVE CARMEL VALLEY.VIEW HOMES NOW
TOGETHER
AT L AST.COOL L IFESTYLE. COOL ADDRESS.
Cool Lifestyle slides in from right, pauses, then slides out to the left.
Image remains on screen for 1-2 seconds.
Image fades out, new image fades in. Image fades out, new image fades in.Cool address slides in from bottom, pauses, then slides out to the top.
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Together at last slides in from left, pauses, then slides out to the right.
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Image crops to circle. Bubble image flips to logo and moves up a bit. Above Carmel Valley fades in. Logo slides up a bit and reduces.Resort-style type fades in.
Logo and button fade in.
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
ABOVE CARMEL VALLEY.VIEW HOMES NOW
TOGETHER
AT L AST.COOL L IFESTYLE. COOL ADDRESS.
Pardee Assault Marketing – The message arsenal
Message applications: small print ads, direct mail, web ads, emails, counter cards, billboards, mobile billboards, bus wraps, bumper stickers, t-shirts.
Relocation
Value Solutions High Propensity Comparison Financing Broker
.com
Our house can beat
their house. See how.
Great locations, design, prices.
Together at last.
New Homes.New Ideas.New Prices.
Get more than you
bargained for.
The right price. Now available with the right
home.
The Wow and
the How.
Almost too good to
be true.Check out our latest homes, prices and special promotion.
PromotionEnergy
Low purchase price.
Low operating costs.
Does your home fit your life?
We can help.
You know where you want to live.
Let us show you how.
Something special for newlyweds, new parents,
growing families, and new arrivals.
General
Wouldn’t you rather get a new home than, say, a set of fluted
goblets?
Introducing the Pardee Bridal Registry.
Marriage
Having a baby? Maybe you could use the kind of
shower that comes with a new home.
Family
If you’re new to town
we have good news for you.
Why it’s better to buy a new
home today than a used one.
Resale
The smart alternative to
buying a foreclosure.
Foreclosure
Remember when
renting was cheaper than
owning?
Renter
Renters:Now you can
own a home from $1,028/month.
Renter
Save money without
losing sleep.Wells Fargo and Pardee
Home Loans. The best financing around.
Financing you can bank on.Wells Fargo and
Pardee Home Loans.
Challenging times call
for rewarding offers.
.com
.com
.com
.com .com .com .com.com
.com
.com
.com
.com .com
.com
.com
.com
.com
.com
.com
.com
All square footage is approximate; pricing subject to change. Photograph is artist’s conception. Landscaping, trees and shrubs not included in the purchase price. Information is accurate as of the date of the publication.
From I-5 or I-805 north take the 56 Bypass and exit at Carmel Mountain Rd and turn right. Turn left at Canter Heights Rd and left again at Carriage Run Dr.
a t C a r m e l C o u n t r y H i g H l a n d s
4 Bedrooms, 3 Bathrooms, 2,152-2,402 sq ft
From the mid $700s Call us at (858) 259-0876
That’s the word that for it, alright. First, you’re in Carmel Valley—close to the coast, with some of the highest achieving schools and prestigious places to work in San Diego. Second, our neighborhood features LivingSmart®
design which means an enlightened approach to energy savings, health and conservation. Finally, it’s an exceptional time to buy. Pricing, financing and interest rates are all in your favor. See for yourself at PardeeHomes.com/CarriageRun.
15
5 56
56 CarriageRun Dr
Carmel
Country Rd
Canter
Heights Rd
El Camino Real
Carmel Mountain Rd
PACIFICOCEAN
Smart.Very Smart.
The Next Generation of Pardee Homes
Messaging. Possible Signage/ Small Space Ads/ Online Ads (con’t)
A new shadeof green.
The good life.Reinvented.
Make yourself comfortable.
The new home, rethought.
More good stuff.
Less other stuff.
LivingSmartHomes.com
LivingSmartHomes.com
LivingSmartHomes.com
LivingSmartHomes.com
LivingSmartHomes.com
LivingSmart® Homes
LivingSmart® Homes
LivingSmart® Homes
LivingSmart® Homes
LivingSmart® Homes
The Pardee Summer Event.
Cool. Very cool.
Now priced from the $160s
Our LivingSmart® homes mean energy savings
Zero closing costs*
The Pardee Standard:Granite, stainless & more
now included
Highest ranked in Quality and Customer
Satisfaction*
by J.D. Power and Associates
Total Payments from $955/Mo*
* Payments are for an FHA 5/1 ARM mortgage available exclusively through Pardee Home Loans. Trail Ridge example is Lot 23 (Plan 2C) at a sales price of $160,075 and loan amount of $157,947. Start rate 3.50%. Annual Percentage Rate is 3.4128% as of 7/8/10. Maximum loan amount of $400,000 with a minimum down payment of 3.5%. Payment is fixed for the first 5 years of the loan term and adjustable for the remaining 25 years.All payments include FHA required mortgage insurance which may not be required on all loans. All First Mortgage Products are provided by Pardee Home Loans, an affiliate of Wells Fargo Home Mortgage. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. Landscaping, trees and shrubs not included in purchase price. All featured homes subject to prior sale. All square footage is approximate. Closing costs vary by neighborhood. HOA, SID or LID fees may apply. See Sales Associates for details. Visit jdpower.com. Contractor’s License #3633A.
Summer is the perfect time to benefit from an energy-saving, feature-packed, LivingSmart® home. Especially
with prices and financing at historic lows. Check out our eight great neighborhoods at PardeeHomes.com or
call your Online Sales Counselor at (702) 604-3332.
Serrano at Mountain’s Edge
(702) 492-7084 3-6 bedrooms, 2-3.5 baths
1,850 – 2,689 sq. ft. From the low $200s
Trail Ridge in Southern Las Vegas
(702) 407-9901 3-5 bedrooms, 2.5-3 baths
1,366 – 1,776 sq. ft. From the mid $100s
Rosetta at Mountain’s Edge
(702) 366-1583 2-4 bedrooms, 2.5-3 baths
1,444 – 1,881 sq. ft. From the high $100s
Solamar at Vista Verde(702) 604-3332
3-5 bedrooms, 2-4 baths 2,491 – 3,084 sq. ft.
From the mid $200s
Technology that reduces energy use
and utility bills.
Materials that promote conservation or come
from recycled and sustainable sources.
the burbs
are hip again.
h ighlands v i l lage
10674 golden WilloW Trail, #161
san diego, Ca 92130
Phone: (858) 461-0953
sales offiCe oPen dailY:
Wed: 1 PM–6 PM, ThUrs–TUes: 10 aM–6 PM
PardeeHomes.com/HighlandsVillage
5
56
DEL MAR
CA
RMEL C
OU
NTRY RD
.
SOLANA BEACH
TORREY P INESSTATE PARK
PACIF ICOCEAN
Beginning May 1, 2010, a California Tax Credit may be available to some buyers. Pardee does not offer or administer the tax credit or guarantee its availability or applicability to a particular purchase. Tax laws are subject to change. See your financial and tax advisors for details and information on the California tax credit programs or visit www.ftb.ca.gov. All square footage is approximate; pricing subject to change. Landscaping, trees and shrubs not included in the purchase price. Information is accurate as of the date of the publication. Models do not reflect racial preference.
directions: from the 56, exit Carmel Country road and head south. follow signs to highlands village.
Ways to reduce water use and
help conserve this precious resource.
O N E A D D R E S S . Steps from everything.
*HAC 24C-10 Hacienda Label 3:Layout 1 7/2/10 2:19 PM Page 1
*HAC 24C-10 A-Brochure Cover v3.indd 1 7/2/10 2:22:18 PM
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:46 PM Page 14
HACIENDA DAZZLES AT DUSK ON ITS PRIME PLAYA MEDANO LOCATION.
WE MAINTAIN OVER 300 FEET OF BEACHFRONT FOR THE EXCLUSIVE USE
OF HOMEOWNERS AND GUESTS.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:46 PM Page 15
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 4
THE BEACH CLUB AT DUSK. LIGHTS FROM HACIENDA COCINA Y CANTINA
SHIMMER ACROSS THE LOWER INFINITY POOL. HACIENDA’S UNIQUE
AMBIANCE BLENDS COASTAL MEXICAN AND MEDITERRANEAN MOTIFS.
IT’S A DAZZLING PLACE TO COME HOME TO.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 5
THERE IS ONE REMARKABLE ADDRESS
steps from everything in Cabo.THERE IS ONLY ONE ADDRESS
steps from everything in Cabo.
SALES INFORMATION FROM U.S . 888-256-4345
FROM MEXICO 624-173 -9 100
RESERVAT IONS & INFORMATION 888-837-062 1
H AC I ENDACABOSANL UCAS .COM
This is not an offer to sell, nor a solicitation of an offer to buy, to residents of any state or province in which restrictions and other legal requirements have
not been fulfilled. This offer is void where prohibited by law. The prices, plans, amenities, availability and improvements shown are subject to change without
notice. Scenes may include locations or activities not on the property. All pictures, photographs, and images are owned or licensed by Hacienda Beach Club
and Residences and affiliates. Any use, reproduction or distribution of pictures, photographs, and images without written permission is expressly prohibited.
01/10
Key things we’ve learned in this cycle1. An explosion of communication vehicles and the way people
access information has changed the way we communicate and budget marketing dollars
2. Social media is the new darling of marketing, but it still takes an integrated approach to be effective
3. The sales relationship now begins online NOT in the sales office
4. Great sales and marketing is still about generating leads, nurturing and converting buyers, and building relationships and referrals
5. If done right, you can run promotions without diluting the integrity of your brand
6. No room for error – like every previous downturn, it takes excellence in every facet of the development, marketing and sales to get better absorption than the competition, but it’s possible!
Some relevant examplesWe’ve been successful during the past three, very tough years and in some of the most challenging real estate markets. On the next pages are some examples of our approach.
H A P P Y H O U R . S E A O F C O R T E Z .
261 steps f rom home.
T H E R E I S O N LY O N E A D D R E S S I N T H E H E A R T O F C A B O S A N LU C A S , N E X T TO
T H E FA M E D S P O R T F I S H I N G A N D YAC H T I N G M A R I N A O N B E A U T I F U L M E DA N O B E AC H . A N D S T E P S F R O M A N I R R E S I S T I B L E
B L E N D O F AC T I V I T I E S , S H O P P I N G , R E S TAU R A N T S A N D N I G H T L I F E . H AC I E N DA B E AC H C LU B & R E S I D E N C E S .
YO U R E N C H A N T I N G H I D E AWAY I N T H E M I D S T O F E V E RY T H I N G . C A L L 8 0 0 - 6 70 - 0 3 1 0 F O R A P E R S O N A L P R E V I E W.
H AC I E N DAC A B O S A N L U C A S . C O M
RESIDENCES , PENTHOUSES & BEACHFRONT VILLAS HACIENDA COCINA Y CANTINA THE HACIENDA SPA
R E S I D E N C E S F R O M $ 8 4 0 , 0 0 0 – $ 5 , 6 0 0 , 0 0 0 S A L E S I N F O R M AT I O N F R O M U . S . 8 8 8 - 8 2 6 - 5 7 9 4
VAC AT I O N R E N TA L S F R O M $ 6 9 5 P E R N I G H T R E S E R VAT I O N S & I N F O R M AT I O N 8 8 8 - 8 2 6 - 5 7 9 5
S E A T U R T L E E X P E D I T I O N . M E DA N O B E AC H .
73 steps f rom home.
T H E R E I S O N LY O N E A D D R E S S I N T H E H E A R T O F C A B O S A N LU C A S , N E X T TO
T H E FA M E D S P O R T F I S H I N G A N D YAC H T I N G M A R I N A O N B E A U T I F U L M E DA N O B E AC H . A N D S T E P S F R O M A N I R R E S I S T I B L E
B L E N D O F AC T I V I T I E S , S H O P P I N G , R E S TAU R A N T S A N D N I G H T L I F E . H AC I E N DA B E AC H C LU B & R E S I D E N C E S .
YO U R E N C H A N T I N G H I D E AWAY I N T H E M I D S T O F E V E RY T H I N G . C A L L 8 0 0 - 6 70 - 0 3 1 0 F O R A P E R S O N A L P R E V I E W.
H AC I E N DAC A B O S A N L U C A S . C O M
RESIDENCES , PENTHOUSES & BEACHFRONT VILLAS HACIENDA COCINA Y CANTINA THE HACIENDA SPA
R E S I D E N C E S F R O M $ 8 4 0 , 0 0 0 – $ 5 , 6 0 0 , 0 0 0 S A L E S I N F O R M AT I O N F R O M U . S . 8 8 8 - 8 2 6 - 5 7 9 4
VAC AT I O N R E N TA L S F R O M $ 6 9 5 P E R N I G H T R E S E R VAT I O N S & I N F O R M AT I O N 8 8 8 - 8 2 6 - 5 7 9 5
Hacienda Beach Club & Residences Cabo San Lucas, Baja Sur Mexico Client: Starwood Capital Group
This 22-acre private beach club and residential community features prime Medano beachfront views and resort amenities including a full-service spa, fitness pavilion, beach club and a fine dining restaurant. Hacienda Beach Club & Residences is located in the heart of Cabo San Lucas, at the south-ernmost tip of Mexico’s Baja Peninsula.
Greenhaus was retained to market the private residence club once the buildings were completed and a new sales and management team were in place. We re-branded all marketing materials and advertising, launched a new website, implemented a social media strategy, event marketing, and e-marketing to support the for-sale real estate and rental programs. We also established a San Diego mail house and distribution center so sales follow-up could be completed more cost effectively from the US.
Every lead generation activity is designed to drive “trial.” Through online and traditional media (in Spanish and English), direct response (through e-mail and/or snail mail), public relations, local outreach, sponsorships and events.
Results: 2010 resulted in 12 million dollars in closings and we continue to grow the interest list and fan base on Facebook.
• Overall web traffic increased by 15% to a total of 10,998 unique visitors as of March 2011.
• Traffic from the US and Mexico both increased, via online sign-ups and web traffic
• Facebook fans currently total 2,456 – a great result within just 6 months (we launched the Facebook page in October 2010).
O N E A D D R E S S . Steps from everything.
*HAC 24C-10 Hacienda Label 3:Layout 1 7/2/10 2:19 PM Page 1
*HAC 24C-10 A-Brochure Cover v3.indd 1 7/2/10 2:22:18 PM
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:46 PM Page 14
HACIENDA DAZZLES AT DUSK ON ITS PRIME PLAYA MEDANO LOCATION.
WE MAINTAIN OVER 300 FEET OF BEACHFRONT FOR THE EXCLUSIVE USE
OF HOMEOWNERS AND GUESTS.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:46 PM Page 15
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 4
THE BEACH CLUB AT DUSK. LIGHTS FROM HACIENDA COCINA Y CANTINA
SHIMMER ACROSS THE LOWER INFINITY POOL. HACIENDA’S UNIQUE
AMBIANCE BLENDS COASTAL MEXICAN AND MEDITERRANEAN MOTIFS.
IT’S A DAZZLING PLACE TO COME HOME TO.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 5
THERE IS ONE REMARKABLE ADDRESS
steps from everything in Cabo.THERE IS ONLY ONE ADDRESS
steps from everything in Cabo.
SALES INFORMATION FROM U.S . 888-256-4345
FROM MEXICO 624-173 -9 100
RESERVAT IONS & INFORMATION 888-837-062 1
H AC I ENDACABOSANL UCAS .COM
This is not an offer to sell, nor a solicitation of an offer to buy, to residents of any state or province in which restrictions and other legal requirements have
not been fulfilled. This offer is void where prohibited by law. The prices, plans, amenities, availability and improvements shown are subject to change without
notice. Scenes may include locations or activities not on the property. All pictures, photographs, and images are owned or licensed by Hacienda Beach Club
and Residences and affiliates. Any use, reproduction or distribution of pictures, photographs, and images without written permission is expressly prohibited.
01/10
CABO’S ICONIC LAND’S END FRAMES HACIENDA’S BREATHTAKING
VIEW OF THE WATER. THE FORMATION MARKS THE BORDER BETWEEN
THE SEA OF CORTEZ AND THE PACIFIC OCEAN.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:43 PM Page 2
CABO BOASTS AN IMPRESSIVE ASSORTMENT OF RESTAURANTS FEATURING
JAPANESE, ITALIAN, FRENCH AND, OF COURSE, AUTHENTIC MEXICAN CUISINE.
WHETHER YOU WANT FESTIVE OR ROMANTIC, SIMPLE OR SOPHISTICATED,
TRADITIONAL OR HIP — CABO’S GOT THE PERFECT DINING EXPERIENCE FOR YOU.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:48 PM Page 20
Fifty years ago, THERE WAS A SETTING IN CABO SAN LUCAS
THAT PLAYED HOST TO THE LIKES OF BING CROSBY, DESI ARNAZ, JOHN WAYNE
AND RAQUEL WELCH, AMONG MANY OTHERS. THAT UNIQUE CENTER OF GRAVITY
WAS THE HACIENDA HOTEL. OVERLOOKING LAND’S END ON MEDANO BEACH,
NEXT TO TODAY’S MARINA AND TOWN, IT WAS THE PLACE. TODAY, THAT GLORIOUS SETTING AND
ICONIC NAME HAVE BEEN TRANSFORMED INTO CABO’S MOST IRRESISTIBLE
RESIDENTIAL ENCLAVE. HERE, HOME IS JUST STEPS FROM EVERYTHING YOU LOVE.
WHAT COULD BE MORE INVITING?
EVERYTH I NG YOU LOVE
about Cabo began here.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:44 PM Page 3
aaabbbooouuuttt CCCaaabbbooo bbbeeegggaaannn hhheeerrreee...
D INNER . DR I NKS & DANC I NG .
steps from home.
Does Cabo ever sleep? WITH HACIENDA AS YOUR HOME BASE, THE VITALITY
AND SPECTACLE OF CABO’S LEGENDARY NIGHTLIFE ARE MOMENTS AWAY.
DINE ON SUSHI AT THE ELEGANT NICK-SAN. ENJOY THE MOLE POBLANO
AND TRADITIONAL MUSIC AT MI CASA. OR SAVOR TODOS SANTOS LOBSTER
WITH YOUR FEET PLANTED IN THE SAND AT THE OFFICE ON THE BEACH.
LATER, AS YOU STROLL DOWN LAZARO CARDENAS AND BOULEVARD MARINA, YOU’LL FEEL
THE PULSE OF ROCK, SMOKEY JAZZ AND UPBEAT LATIN MELODIES FILTERING OUT ONTO
THE STREETS, KNOWING THAT YOUR PRIVATE SANCTUARY IS JUST A SHORT WALK FROM IT ALL.
*HAC 24C-10 Hacienda A-Brochure_v15:A Brochure 7/2/10 2:49 PM Page 21
sssttteeepppsss fffrrrfrfffrfrfrfffrf ooommm hhhooommmeee...
GROUNDEDGROUNDED
A RETREAT WITHIN.
FITNESS, POOL & SPA.
33 STORIES.
53 FLOORPLANS.
2 MODELS AWAIT YOU.
800 The Mark Lane, Suite 101 | 866-894-4816
themarksandiego.com
Models do not refl ect racial preference. Prices subject to change. Square footage is estimated and based on industry standard calculations. *Prices and square footage exclude the penthouse unit.
739 TO 2400 SQUARE FEET. FROM THE MID $400s TO 3 .7 M ILL ION.* RES IDENCES NOW AVAILABLE FOR MOVE- IN .
A DEVELOPMENT OF DOUGLAS WILSON COMPANIES
CULTUREDCULTURED
CAREFREECAREFREE
SOPHISTICATED DESIGN.
ZEN PARK & POOL.
STUNNING MODEL TOUR.
SPECIAL SPRING PRICING.
EUPHORIA EVERYWHERE.
800 The Mark Lane, Suite 101, San Diego | 866-894-4816
themarksandiego.com
HIGH-RISE RESIDENCES, APPROX. 739 TO 2400 SQUARE FEET. FROM THE MID $400s TO 3.8 MILLION.*
NOW AVAILABLE FOR MOVE-IN. SPECIAL LIMITED TIME PRICING AVAILABLE. STOP BY THE SALES STUDIO FOR DETAILS.
A DEVELOPMENT OF DOUGLAS WILSON COMPANIES
Models do not refl ect racial preference. Prices subject to change. Square footage is estimated and based on industry standard calculations. *Prices and square footage exclude the penthouse unit.
The Mark Downtown San Diego, CA Client: Douglas Wilson Company
The Mark is a mixed-use 33-story tower located in San Diego’s East Village neighborhood. The project includes townhomes, flats and penthouse units and encompasses an entire city block. After a strong launch during an up- market, they intentionally went dark, expecting to ride a wave of popularity, awareness and sales velocity. Unfortunately, during their “dark” period the market began its slowdown.
Greenhaus positioned The Mark as a one-of-a-kind place and the down-town residential address. We kept our distance from the slash and burn advertising of competitors by never running ads in the real estate section. Instead we executed a program targeting vertical niches of buyers – down-town move-over’s, empty nesters in key adjacent zip codes, second-home buyers, and young-urban professionals. The campaign consisted of print advertising, sales office collateral, targeted direct mail campaigns, onsite-signage system, event marketing and online efforts including a new website, ongoing email campaigns, online media advertising and online press.
Results:In the first year of the campaign:
• Increased weekly traffic by 300%
• Increased weekly sales by nearly 250%
• Achieved 8 sales in 30 days in a hurting market – driven by company needing to meet specific sales goals
a ShiMMering
33 -Story Sculpture
oF Steel ,
gl aSS & light.
in e aSt vill ag e .
ove r ce nte r F ie ld.
above th e crowd.
cloS e to e ve ry th in g .
Far FroM or dinary.
downtown’S MoSt intriguing new addreSS.
Above, a glass curtain-wall tower overlooks the bay, ballpark, city skyline, and Balboa Park.
Below, charming brick townhomes frame downtown’s only ground–level park, pool and
spa retreat, enlivened with bamboo canopies and ornamental grasses.
On-site manager, concierge, 24/7 lobby attendants and fitness facility complete the
tantalizing picture — far from the drone of trains and planes.
A variety of exceptional residences available from the $400s to 3.7 million.*
Two furnished models now open. Call or come by for a personal tour.
800 The Mark Lane, between Market & Island and 8th & 9th Avenues.
866-894-2896. themarksandiego.com
View from the 32nd floor.
FORM
FUNCTION
now open.
Suddenly, urban living
iS elevated to
a whole new level.
A Development of Douglas Wilson Companies
800 The Mark Lane, Suite 101 | 866-894-2896 | themarksandiego.com
only at the MarK.
never beFore . never again.
Models do not reflect racial preference. Prices subject to change. Square footage is estimated and based on industry standard calculations. *Prices and square footage exclude the penthouse unit.
Its 2010, let’s talk about what really matters.
First off, Happy New Year. This year, it’s not just a greeting, but,
for many of us, a promise—to move forward, to flourish. To care for
our families and discover new friendships.
It got us thinking about what owning a home and being part
of a community has always been about. And about everything
we try to do each day to make it as rewarding as possible for all
the families who live in the homes we build.
If you’re considering a new home, you might be interested
in two things. First, we’ve been creating neighborhoods since
1921—so we’re going to be here for you. Second, we’re all about
aiming higher and promoting healthy living, which may explain
why we’ve been a leader of green building practices since 1998.
We hope you find that especially reassuring.
So here’s to Twenty-Ten, the beginning of what comes next.
And to the pursuit of happiness, for all of us.
Embrace the future at PardeeHomes.com.
It’s 2010. Let’s talk about what
Really Matters. OUR KIDS
Pardee Homes Master-Plan Developer and Homebuilder Southern California and Nevada
In 2001, Pardee Homes engaged Greenhaus to market their growing number of developing master planned communities throughout Southern CA and Las Vegas. In 2008, we were asked to reposition and take the company in a new direction to adapt to the volatile real estate market. We worked with Regional Marketing Directors to create an integrated communications program that serves both as a brand campaign and uses hard-hitting promotions when needed.
Messaging is focused on building homebuyer confidence and leveraging their legacy and customer service satisfaction. Our goal has been to position Pardee as a leader in the homebuilding industry amidst an increasing number of challenged competitors and helping homebuyers navigate the market despite consistent negativity in the press. At the same time, we adhered to an aggressive business plan utilizing timely promotions to drive bottom line sales.
Results:• Inventory of homes decreased by 65%
• All regions met and exceeded monthly sales goals
• Web site traffic remained higher than the past 3 years
• Online sales increased 30%
The PardeeSummer
Event.Cool. Very cool.
The Pardee SummerEvent includes:
The Pardee SummerEvent includes:
The Pardee SummerEvent includes: The Pardee
SummerEvent.
Monthly payments from $960/mo.*
Visit our 8 great neighborhoods now.
Our Pardee Standard:Granite, stainless, & more included
Zero closingcosts*
Our LivingSmart®
homesmean energy
savings
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RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
RESORT-STYLE L IV ING NOW FROM THE H IGH $400s
ABOVE CARMEL VALLEY.VIEW HOMES NOW
TOGETHER
AT L AST.COOL L IFESTYLE. COOL ADDRESS.
The Next Generation of Pardee Homes
The Pardee Summer Event.
Cool. Very cool.
Now priced from the $160s
Our LivingSmart® homes mean energy savings
Zero closing costs*
The Pardee Standard:Granite, stainless & more
now included
Highest ranked in Quality and Customer
Satisfaction*
by J.D. Power and Associates
Total Payments from $955/Mo*
* Payments are for an FHA 5/1 ARM mortgage available exclusively through Pardee Home Loans. Trail Ridge example is Lot 23 (Plan 2C) at a sales price of $160,075 and loan amount of $157,947. Start rate 3.50%. Annual Percentage Rate is 3.4128% as of 7/8/10. Maximum loan amount of $400,000 with a minimum down payment of 3.5%. Payment is fixed for the first 5 years of the loan term and adjustable for the remaining 25 years.All payments include FHA required mortgage insurance which may not be required on all loans. All First Mortgage Products are provided by Pardee Home Loans, an affiliate of Wells Fargo Home Mortgage. Wells Fargo Home Mortgage is a division of Wells Fargo Bank, N.A. Landscaping, trees and shrubs not included in purchase price. All featured homes subject to prior sale. All square footage is approximate. Closing costs vary by neighborhood. HOA, SID or LID fees may apply. See Sales Associates for details. Visit jdpower.com. Contractor’s License #3633A.
Summer is the perfect time to benefit from an energy-saving, feature-packed, LivingSmart® home. Especially
with prices and financing at historic lows. Check out our eight great neighborhoods at PardeeHomes.com or
call your Online Sales Counselor at (702) 604-3332.
Serrano at Mountain’s Edge
(702) 492-7084 3-6 bedrooms, 2-3.5 baths
1,850 – 2,689 sq. ft. From the low $200s
Trail Ridge in Southern Las Vegas
(702) 407-9901 3-5 bedrooms, 2.5-3 baths
1,366 – 1,776 sq. ft. From the mid $100s
Rosetta at Mountain’s Edge
(702) 366-1583 2-4 bedrooms, 2.5-3 baths
1,444 – 1,881 sq. ft. From the high $100s
Solamar at Vista Verde(702) 604-3332
3-5 bedrooms, 2-4 baths 2,491 – 3,084 sq. ft.
From the mid $200s
Technology that reduces energy use
and utility bills.
Materials that promote conservation or come
from recycled and sustainable sources.
All square footage is approximate; pricing subject to change. Landscaping, trees and shrubs not included in the purchase price. Models do not reflect racial preference. Information is accurate as of the date of the publication. CA Contractor’s License #251810.
Fair Oaks Ranch and Moorpark Highlands are both surrounded by gorgeous scenery and offer the kinds of parks, trails and recreational facilities that families thrive on. Check out three LivingSmart® neighborhoods in the LA/Ventura area, in two great master-planned communities. You’ll find everything you need to enjoy a full life together. Call our Online Sales Counselor at (888)-4PARDEE or learn more at PardeeHomes.com.
LaureL Park at fair oaks rancH
(661) 299-5409 3-4 Bedrooms
2.5-3 Baths 1,830-2,432 sq ft
From the low $400s
oak crest at fair oaks rancH
(661) 252-2394 4-7 Bedrooms
3-4 Baths 2,664-3,960 sq ft
From the mid $500s
cHerry HiLL at moorPark HigHLands
(805) 530-1508 3-5 Bedrooms
2.5-4 Baths 2,607-3,479 sq ft From the $600s
Simi Valley
MOORPARKHIGHLANDS
FAIR OAKSRANCH
Burbank
Los AngelesUniversal City
Westwood
5
405
N
14
10123
118
Via Princessa
Lost Canyon Road
★
★
voted #1 homebuilder by la daily news readers
Cherry Hill, Residence 3
— The Dobbs Family, Fair Oaks Ranch
Resales and foreclosures were part of our
home search, but prices, financing and
low payments made buying a new home
the better choice. We’re close to our work,
love the scenery, and have a beautiful home.
New is definitely the way to go.”
“ Simple to buy. Easy to love.
Testimonial Umbrella
It feels like we’re out in the country even
though we’re surrounded by everything we
need. A great place for a family to relax and
play. We were especially impressed with our
LivingSmart® home. It’s not only a pleasure to
live in—but, unlike resale, a pleasure to buy.
That makes a big difference.”
“ The 365-day vacation home.
— The Jain Family, Fair Oaks Ranch
Overlooking Fair Oaks Ranch
All square footage is approximate; pricing subject to change. Landscaping, trees and shrubs not included in the purchase price. Models do not reflect racial preference. Information is accurate as of the date of the publication. CA Contractor’s License #251810.
Fair Oaks Ranch and Moorpark Highlands are both surrounded by gorgeous scenery and offer the kinds of parks, trails and recreational facilities that families thrive on. Check out three LivingSmart® neighborhoods in the LA/Ventura area, in two great master-planned communities. You’ll find everything you need to enjoy a full life together. Call our Online Sales Counselor at (888)-4PARDEE or learn more at PardeeHomes.com.
LaureL Park at fair oaks rancH
(661) 299-5409 3-4 Bedrooms
2.5-3 Baths 1,830-2,432 sq ft
From the low $400s
oak crest at fair oaks rancH
(661) 252-2394 4-7 Bedrooms
3-4 Baths 2,664-3,960 sq ft
From the mid $500s
cHerry HiLL at moorPark HigHLands
(805) 530-1508 3-5 Bedrooms
2.5-4 Baths 2,607-3,479 sq ft From the $600s
Simi Valley
MOORPARKHIGHLANDS
FAIR OAKSRANCH
Burbank
Los AngelesUniversal City
Westwood
5
405
N
14
10123
118
Via Princessa
Lost Canyon Road
★
★
voted #1 homebuilder by la daily news readers
Testimonial Umbrella
All square footage is approximate; pricing subject to change. Landscaping, trees and shrubs not included in the purchase price. Models do not reflect racial preference. Information is accurate as of the date of the publication. CA Contractor’s License #251810.
Fair Oaks Ranch and Moorpark Highlands are both surrounded by gorgeous scenery and offer the kinds of parks, trails and recreational facilities that families thrive on. Check out three LivingSmart® neighborhoods in the LA/Ventura area, in two great master-planned communities. You’ll find everything you need to enjoy a full life together. Call our Online Sales Counselor at (888)-4PARDEE or learn more at PardeeHomes.com.
LaureL Park at fair oaks rancH
(661) 299-5409 3-4 Bedrooms
2.5-3 Baths 1,830-2,432 sq ft
From the low $400s
oak crest at fair oaks rancH
(661) 252-2394 4-7 Bedrooms
3-4 Baths 2,664-3,960 sq ft
From the mid $500s
cHerry HiLL at moorPark HigHLands
(805) 530-1508 3-5 Bedrooms
2.5-4 Baths 2,607-3,479 sq ft From the $600s
Simi Valley
MOORPARKHIGHLANDS
FAIR OAKSRANCH
Burbank
Los AngelesUniversal City
Westwood
5
405
N
14
10123
118
Via Princessa
Lost Canyon Road
★
★
voted #1 homebuilder by la daily news readers
— The Alvarez Family, Fair Oaks Ranch
The green of the foothills that surround us.
The lush walkways and parks in our community.
The energy-saving design of our home. The
envy of friends and family after we moved in.
And then there’s all the money we saved by
not having to fix-up a resale.”
“ We saw green everywhere.
Fair Oaks Ranch Recreation Center
Testimonial Umbrella
Marketing has changed a lot.
And it hasn’t changed at all.It’s still about owning something special and knowing how
to create demand. We know how to define and express the big thing that will help advance your cause and connect the dots in your
business. And we understand how to use a wide range of tools and channels to attract and engage your audience.
It’s what we do. And it all begins with a keen understanding of your world coupled with the mindset and the purchase process of your customer. That’s where powerful insights
and opportunities are born.
If our kind of thinking sounds like a possible match for your marketing goals and communications needs, we’d love to offer
you a “test drive.”
Please contact Beth Callender, Tucker Stine or Craig Fuller at 619-744-4024.
See even more at Greenhaus.com.
FERTILE GROUND. HYBRID IDEAS.
2660 FIRST AVENUE, SAN DIEGO, CA 92103
619.744.4024 GREENHAUS.COM