Green Building: Going…Going…Green!

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For the first year we advertised exclusively SFHTP because the concept of an authentic neighborhood is so forgotten that the market will not believe that you are really capable of delivering on the promise until the lifestyle environment is built and people can emotionally FEEL it. This spring we have started to do some lifestyle advertising. I expect that by fall we will be running half-and-half – half price and half lifestyle. We are about 30 days away from setting up our website which is 100% lifestyle oriented. It will be very visually oriented with lots of photographs augmented with thorough lifestyle benefit explanations and devastating comparisons to conventional subdivisions.

The most important marketing decision we made was to put our models smack dab in the middle of the first neighborhood, on the Neighborhood Park with the parking across the park and across the street, so that people have to walk in the Neighborhood, cross a traffic calmed street, pass by the Pavilion and Christmas Tree and walk through the Neighborhood Park.

This decision to put the models in the middle of the first neighborhood hurt sales for the first year, but now people are beginning to walk into the models with a pleased but puzzled look on their faces and say something like, "this place is different' – as in a positive difference that they emotionally feel but they can't begin to explain why they feel so good!

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