Market Intelligence: Master Planned Community Repositioning

JULINGTON CREEK MASTER PLANNED COMMUNITY

 
Challenge: Julington Creek Plantation, one of Jacksonville, Florida’s best-selling communities needed to reposition its sales strategy to increase sales. Metrostudy was asked to identity marketing strategies that would lead to increased home sales and subsequent lot sales.

Solution: Metrostudy worked on site with the developer, the home builders and the sales and marketing staff in order to to craft specific product changes.  Implemented the changes by assisting the developer in re-contracting the home builders, moving them into appropriate lot sizes and building restrictions such as square footages, and new models.

Results: Doubled home and lot sales while increasing lot prices and maintaining the same overall marketing and advertising budget. IRR increased by 50%. Julington Creek Plantation remained one of the top selling communities in Jacksonville throughout its build out.

 

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