Buzz

As a real estate-focused marketing agency, P11 understands the distinctive needs of each segment. For instance, master-planned communities necessitate a unique approach to marketing and management. Here are some insights to open more doors and close more new home sales.

1_WELLNESS IS HOT
Wellness has been a big draw to consumers in the market for the last few years and is no longer a “niche luxury” according to The Global Wellness Institute’s recent America At Home Study. MSN and Good Housekeeping also confirm that wellness is the main driver for how people are making purchasing decisions about where they live.

2_HITTING THE TRAILS
Reinforcing the connection to the outdoors, trails are a hot amenity and are very popular with homebuyers in addition to park amenities. This again reinforces the “having it all” experience that includes active living, scenic enjoyment, and connection with neighbors. It brings nature and life balance directly to the residents, making life easier and more harmonious.

3_FEED THE LIFESTYLE
Lifestyle programming at master-planned communities often attracts new homebuyers and keeps homeowners happy—what a great referral source! It invites them to enjoy a sense of belonging and connection, a tribe. Plant the seeds for resident-run events or hire a lifestyle coordinator, and you have great content to push out while creating grassroots brand ambassadors.

4_BUILD UP THE BUILDERS
The builders are just as important as everything else in master-planned communities. It’s important to dedicate spaces on the community website to make it obvious why they were selected and what unique offerings or advantages they bring to the table for consumers.

5_A MASTER PLAN IS ALWAYS A WORK IN PROGRESS. STAY AHEAD.
It’s been said a marketer’s work is never done, and in master-planned marketing, this is true. More phases, neighborhoods, and amenities can be in the works at any time. Always stay ahead of this and promote it with vigor. As humans, we all like something to look forward to. In addition, always keep that spark that made you, as a marketer, fall in love with the community for the first time.

Our trusted long-term partner, Freehold Communities, has repeatedly relied on us for over 10 years to market its extensive range of large-scale residential communities featuring well-designed, high-density developments nationwide uniquely positioned as “Vital Communities” featuring wellness. Each community is distinctive, and we make a point to honor and highlight these differences while ensuring alignment with the overarching parent brand. Some of the community websites P11 has created for Freehold Communities include DURHAM FARMS, SHEARWATER, CARNES CROSSROADS, HOMESTEAD, SAVANNAH QUARTERS, HEADWATERS, GRANDE DUNES, and more. It goes well beyond a finely tuned website for P11. Our expertise extends further than website development and starts and ends with a strategic approach to drive marketing success.

With over 35 years of industry experience and a track record of success with national master-planned builders and developers, P11 is well-equipped to help your community thrive in all aspects. We possess a profound understanding of the audience seeking an enhanced quality of life, a tranquil and secure environment, the advantages of the lifestyle benefits, community, amenities, influential trends, and a palpable sense of connection and synergy within neighborhoods. Contact us now for further information, estimates, and presentation decks. The P11 team is ready to discuss how we can support your business needs and amplify your marketing today.