Mediterranean Villas
Mediterranean Villas is an innovative multi-division unique townhome development in the Tri-Cities area of Washington State, developed by local builder, Devoted Builders. The development included 225 Tuscan-inspired townhomes built on 30 acres of desert-scape and sand dunes. The development began in 2002 and in 2015, the final homes were under construction.
Devoted Builders hired Denise Lones and The Lones Group mid-way through the project to ramp up sales. This was truly a family business as all five family members were on deck as the builders, contractors, designers, and sales team. They functioned well together, built a beautiful product, were one of the more-innovative Built Green builders in the area, constructing the homes utilizing concrete form construction (I.C.F.), but needed to be selling more product faster in order to meet their goals. In fact, after a few years of good sales, their project had become stale and needed new direction.
Our work on the Mediterranean Villas project included:
- Created a new project vision based on the builder’s objectives and story.
- Reviewed the site plan, floorplans, and site presentation and identified any barriers to sale.
- Reviewed the HOA documents and identified any barriers to sale while also identifying marketing opportunities.
- Reviewed the financial proforma and consulted around financial strategies for the continual creation of product – even during the recession of 2008-on.
- Reviewed the model home merchandising, suggesting improvements to create better flow and better-designed spaces.
- Researched and developed buyer profiles which provided essential for creating new marketing and campaigns.
- Created a new Mediterranean Villas identity which included a logo, additional elements, and content to be used in marketing. These elements were used across print and online.
- Developed a new potential buyer marketing campaign that included print ads, radio ads, press releases and a media plan, live events, and e-marketing.
- Developed an agent/broker campaign, marketing Mediterranean Villas directly to the industry professionals representing potential buyers. This included an in-office presentation.
- Complete redesign of all marketing and in-model collateral materials.
- Implementation of new sales and closing strategies.
- Developed closing processes that made the new homeowner feel special and likely to refer others.
- Developed a past client follow-up and appreciation program that included a print campaign, live events, and referral rewards.
- Developed a potential buyer follow-up program that included print marketing, email marketing, and personal touches.
- Full project workflow analysis – since this was a family affair, it was important to create a separate task plan for each individual that played on their strengths, overcame personal challenges, and made for a better client experience through the entire buy-build-live process.
The end result was the project was finally sold out to many happy homeowners. Devoted Builders moved onto other projects, proud of what they accomplished in Mediterranean Villas.
Floorplans and Features
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