NEW YORK, Jan. 30 /PRNewswire/ -- The NAHB Multi-Family Housing Councils' 2009 "Pillars of the Industry" Awards have just announced the finalists for its marketing categories and the judges have selected Posner as a finalist for "Best Overall Sales Campaign for a Condominium Community," for its client, Toll Brothers' Northside Piers.
(Photo: http://www.newscom.com/cgi-bin/prnh/20090130/NY65076 )
After Toll Brothers' City Living division had completed 70% of the units at One Northside Piers, the first of three buildings on the Williamsburg, Brooklyn waterfront, sales had come to a halt by the winter of 2007/2008. Realizing that the most expensive units were not selling, Toll Brothers engaged Posner Advertising to re-brand the project and conceive an entirely new marketing initiative that would also introduce Two Northside Piers - the second building. The goal was to make the ad campaign work harder, elevate the brand's perceived value, attract buyers from Manhattan and compete more effectively with other new buildings in the area that possessed large marketing budgets.
With pricing on nearly half of the homes in excess of $1M, and those priced below $700K selling themselves, Posner quickly identified an opportunity. "We needed to reach established buyers with a dual household income in excess of $300k, in addition to having a minimum of $250K in cash for the down payment and, accordingly, needed to not just reshape the media plan, but also re-position the property's look-and-feel to be more elegant, sophisticated and fashionable," said Win Peniston, VP Strategy & Development at Posner.
With this goal in mind, Posner deployed a campaign targeting aspiring Manhattan prospects, mostly couples, 30-to-50 years old, engaged, newlyweds, gays, pregnant or with young children through online media, print and outdoor advertising. This target would be compelled by waterfront views, but would likely be unable to afford new waterfront construction in Manhattan. This target would also look for ground-floor opportunities that new construction offers and appreciate a neighborhood that offers independently owned restaurants, shops, and diversity.
With the launch in late Sept. 2008 of the new marketing/re-branding effort for Two Northside Piers, Toll Brothers is experiencing revitalized sales of units in both buildings. "In the six weeks that have passed since the New Sales Center Grand Opening, we have seen traffic soar from 15 per week to 60 per week.
"In addition to having a superb waterfront location and stellar views of Manhattan, Two Northside Piers features sought-after amenities such as an indoor pool, Pro-Concierge services, a fitness center, treatment rooms and interiors designed by the renowned Stephen Alton. The right product with the right features finishes, positioned properly and extended across the right media has resulted in sales that are currently outperforming the competition and we are thrilled that our creative execution, in addition to our strategy, is being recognized by the National Association of Home Builders," Mr. Posner added.
About Posner Advertising: With experience that spans six decades, Posner Advertising www.posneradv.com is a full-service, lifestyle-focused agency with expertise in the real estate industry. Headquartered in New York, with offices in Florida and California, Posner's services include branding, advertising, traditional/digital marketing, public relations, as well as media planning/buying, and performance tracking services. Posner's interactive team includes a group of professionals that are certified in Google AdWords, Yahoo PPC and Microsoft AdCenter professional programs. Posner's rapport with Google enables the agency, and its clients, to be part of advertising beta programs to which very few marketing firms have access. For inquiries, please contact Win Peniston, VP Strategy, 212 867 3900 x 166, Win@PosnerAdv.com.
