The Challenge

This gated community set amid 100 acres of natural preserve in Fort Myers, FL, features fewer than 80 custom-designed homes built by A.R.B.C. Corporation, an Arthur Rutenberg Homes franchisee. Early on in its existence, the community was experiencing an insufficient volume of prospective-buyer traffic, resulting in slow sales. That’s when A.R.B.C. asked the Agency to step in.

The Solution

After a comprehensive survey of the area, including analysis of the location, competitive set, and the community’s potential benefit to various demographics, the Agency determined Blackhawk’s appearance was not appealing to potential buyers, and thus not attracting sufficient walk-in traffic. Because the community is at the end of a three-mile long road with no outlet that passes other residential communities, Spiro & Waites decided to use Blackhawk’s quiet, sequestered location as the ideal quality to emphasize. Also, this gated community with larger than average ¾-acre lots made Blackhawk an excellent choice for families. Initially, the agency created a list of 15 improvements to improve the community’s appearance, including adding bass-filled lakes, and a tot-lot with swings, slides and sand boxes. After improvements were made, we created a brand to launch the community as a family friendly place to buy a new home. A series of print advertisements were created reflecting that lifestyle, featuring children participating in activities discussed in the copy. Blackhawk made mention of community amenities such as the playground, picnic area, the neighborhood watch program, the gated entrance and the tree-lined streets. Family oriented goals and lifestyles were also discussed in the copy.

The Result

Within 12 weeks of the Agency implementing it’s marketing, advertising and public relations strategies, Blackhawk experienced a 900 percent increase in sales. The first open house attracted 33 prospective customers, of which 27 returned to learn more about the community. Today Blackhawk stands out as a community that has withstood the test of time as a great place for families, and now has resale homes commanding more than $500,000. The Agency also won a National Home Builders Association Award for the results achieved.