Life In Beaufort, SC

For the second time in less than 6 months, a reporter has contacted me regarding the success of Carolina Village. Carolina Village is a quaint, happy, thriving community in Beaufort, SC. It isn't brand new, it doesn't have a multimillion dollar marketing team, and there isn't some secret potion that is doused on buyers when they view the homes.

Frequently, I am asked what is it about this particular new construction project that far exceeded the performance of others. Why did homes sell in Carolina Village when they didn't in other areas? How did we get attention of buyers in a market where there is so much inventory?

Some days my explanation is longer and more eloquent than others. It isn't an overly impressive answer.

I learned, through experience, that marketing a community is a far greater challenge than the marketing of one home. It is a different world, and has to be treated as such.

Marketing a Community

1. Define the community- Don't even put up a sign until this is accomplished. What do you (the builder, developer, etc) want this particular community to feel, look, and sound like? What will a typical Saturday afternoon, in this area, offer? What will set this community apart?

2. How will the homes compliment the community? Floor plans should come after definition of the community, not before.

3. Introduce the Community- Not the floor plan, not the road, not the incentives....THE COMMUNITY. Start a buzz (when sincere, it is unstoppable).

4. Be present- Visit the site at least 4 times a week. Talk to everyone. Find out how to make things even better. Activity breeds activity. BE THERE.

5. Package It!- When advertising the community, package it. It is more than an individual home.

Of course, there is a bit more to each step, but hey I can't give away the entire farm!:)

If you are faced with the extremely rewarding challenge of marketing a new community, GO FOR IT. It takes time, patience, hard work, and tons of creativity. It is actually a blast!