Real Estate|Construction

Marketing - Brand Development

Situation

nFocus Realty, a full service residential real estate company, contacted c21 to develop its corporate identity package and help market its first neighborhood, Hunting Hills in Braselton, Ga. With less than 30 days to complete the project, nFocus hired c21 to oversee all corporate marketing, including collateral and Web site development, media relations, and most urgently, signage production and installation.

Challenge

nFocus Realty was the lead company of three separate business entities working in partnership: a residential builder, mortgage lender and real estate sales office, each with a pre-existing logo and brand identity. The primary challenge of developing a brand identity for nFocus was bringing the existing logos into a cohesive design scheme. Second, the production schedule for signage, the corporate Web site, collateral, and media relations materials was extremely tight. Third, the project was occurring in the midst of the December holiday season when maintaining constant coordination between all parties could be a challenge.

c21 Solution

After carefully selecting a graphic designer and sign vendor capable of completing the work on deadline, c21 created a detailed plan arranged by responsibilities and deadlines. The firm worked closely with the designer and sign vendor to choose a color palette that would be complementary to all three companies. Then c21 developed a suite of template collateral materials that could be used to market Hunting Hills and all future developments. We also managed the production and installation of signage at the community, including directional signs, homesite signs, a sales center sign and grand opening banners.

To publicize Hunting Hills, c21 wrote and distributed a press release to print media outlets in Atlanta and the surrounding counties of Barrow, Gwinnett, Hall and Jackson two weeks prior to the grand opening.

Results

nFocus Realty has an array of coordinated marketing materials and a Web site that is appropriate for all future communities. The materials also helped position nFocus and its partner businesses as a full-service real estate firm handling building, financing and sales.

Upon implementation of the signage, traffic to Hunting Hills rose significantly, and home sales increased 300 percent above levels obtained by the previous owner.

c21 also expanded the neighborhood's visibility by securing placements in the Atlanta Journal Constitution Homefinder, Barrow County News, Communities Magazine, the Gwinnett Daily Post and The Times (Gainesville, Ga.).