Marketing your real estate development
Case Study | The Story Behind 2501
2501 is an upscale condominium in DC’s vibrant West End neighborhood.
Developed by PRP Real Estate Investment Management, this distinctive
address offers a tranquil sanctuary in the midst of a fascinating city.
The Mayhood Company embraced the Marketing and Sales endeavor of
the 59 total units in the building, including one, two, and three bedroom units,
ranging from $700,000 to 3 million dollars.
While 3D Renderings were included as standard content in the pre-construction
marketing efforts, the animation created an opportunity to promote the
residences with a further “inside look” through an enewsletter sent to an
exclusive list of potential buyers. This was their next glimpse into their
future home. The strategy worked well, quickly growing the list of registrants
through the website to well over the target amount.
In addition, the animation was used in key presentations to groups of
Brokers, and proved to be more engaging than just renderings. The voiceover,
which elegantly describes the features and amenities of the building, also
allowed for controlled messaging to each viewer, regardless of whether a
Sales Person was present. This presentation elevates the overall brand.
These efforts, along with an on-site Sales Office, has resulted in one third of
the units being sold to date. This equates to about four units per month,
with the average price of $1.85 million.