Marketing Campaign for Encore Condominiums

February 16, 2011

• Drive traffic to Encore• Generate sales leads• Provide materials to help sell the

remaining 45 homes

2

• Per Novare’s research, the demographics of potential homebuyers at Encore are:– Ages 25 – 44– 70% male / 30% female– Most households earn less than

$100,000 annually

3

• SPR recommended a campaign that took advantage of Encore’s stellar skyline views, a selling point for the homes.

• Campaign theme = “See My View”

• Involved current residents in sharing their distinctive views of Encore.

– Remind potential buyers that many people are living at Encore

– Enable residents to provide testimonials of their unique perspectives

• Campaign designed to be flexible– Translates well between general marketing,

advertising, public relations and community relations.– Provides the sales team myriad opportunities to

collect contact information, distribute collateral, answer questions from potential buyers, give guided tours.

– Portray Encore as a home that’s a sound investment with an active community.

4

Encore Homeowners gather for the unveiling of the “See My View” campaign.

5

6

“Nowhere else can

you sit on a balcony

and see this view

after finishing a run

around LP Field. It

does not get any

better than this.”

-Jorge RiestraEncore 18th floor

homeowner since

September 2009

Ran three ads, reaching 144,000 readers

8

“Best seat in the house. Period.”

-Mark HarringtonEncore 16th floor homeowner

since August of 2008

Ran four ads, reaching 200,000 readers

9

“Every day I wake up

to the Nashville skyline.

From the Hony-Tonks to

LP Field, it’s hard to

believe that downtown

is my neighborhood,

and Encore is my

home.”

-Tracy GoldenbergEncore 12th floor homeowner

since June of 2008

Ran two ads, reaching 12,000 readers

10

Ran six ads, reaching 292,200 readers

This Limited Time Offer Includes:

•Hardwoods in Living Room & Kitchen

•Full Appliance Package

•Custom Closets

•Reserved Parking Space

•$4,000 Closing Costs*

•6 Months Free HOA Dues**

Homes starting at$199,500

11

More than 30 ads inside high-profile hotspots near downtown Nashville.

This Limited Time Offer Includes:

•Hardwoods in Living Room & Kitchen

•Full Appliance Package

•Custom Closets

•Reserved Parking Space

•$4,000 Closing Costs*

•6 Months Free HOA Dues**

Homes starting at$199,500

12

• Total impressions: 7,178,942

• Total clicks: 1,225

• Targeted to college graduates between 21 – 55 living within 50 miles of Nashville.

13

• 500+ attendees at “Way Late Play Date” event targeting young professionals.

• Encore sales booth for duration of event.

• Encore included on event marketing materials.

15

• Drove nearly 80 people to Encore in a three-hour time span.

• Radio station Lightning 100 was on-site promoting tour as it was happening.

• Radio ads on Lightning 100 played four weeks prior to event.

E-vite

Save the Date 16

Future homeowners were invited to a party at Encore before a professional hockey game.

17

“In real estate, location,

future growth, stability of the

development company, and

quality makes real estate

worth anything. Not only has

Encore retained its value in

tough times, but we are

nearly sold out! I would

encourage anyone who is in

the condo market to make

an appointment and tour

Encore.”

-Nick ShufordReal estate agent

Encore homeowner since August

2009

AGENT

19

This Limited Time Offer Includes:

•Hardwoods in Living Room & Kitchen

•Full Appliance Package

•Custom Closets

•Reserved Parking Space

•$4,000 Closing Costs*

•6 Months Free HOA Dues**

PROSPECT

Have this view for $199,500

20

YOU DESERVE A BRILLIANT LIFESTYLE

YOU BELONG IN A GREAT COMMUNITY

YOU HAVE EARNED THE RIGHT TO OWN

THE VERY BEST

TAKE AWAY

21

Building Signage

Windmaster Signage Windmaster Signage

22

Targeted at nearly 7,000 renters in Nashville’s high-end apartment complexes

FOR WHAT YOU PAY IN RENT, YOU CAN OWN A HOME IN DOWNTOWN’S

BEST-SELLING CONDOMINIUM.

For just $1,145/month, get an unbeatable city view plus all this:

•Hardwoods in Living Room & Kitchen

•Full Appliance Package

•Custom Closets

•Reserved Parking Space

•$4,000 Toward Closing Costs*

•6 Months Free HOA Dues**

Front

Back

23

Used to promote Encore to online communities.

• Also sharing content on Twitter.

• On Facebook, Encore has nearly 130 “likes.”

25

• Average open rate: 15.2%

• Average click through rate: 5.5%

26

Current homeowners share why they love Encore

27

• Since the campaign started in September 2010, there have been:– 69 new pieces of traffic

to Encore (includes walk-ins & appointments)

– 16 pieces of traffic returning to Encore

– 13 contracts• 7 signed• 6 pending

29

Encore will continue attracting potential buyers with its marketing efforts, including:

• February, March and April 2011: Three direct mailings to renters at high-end apartment complexes.

• March 2011: E-newsletter promoting Encore’s testimonial video.

• March and April 2011: Events for real estate agents.

• April 2011: Two home tours with the Nashville Downtown Partnership.

• April 2011: Advertisements in music industry publications.

31