Bellevue Towers property developers asked us to create a brand that would help them attract buyers from around the globe. We took our inspiration from the unique culture of an urban lifestyle to create a brand with a sense of community—and a personality.
Bellevue Towers is a luxury condominium community featuring stunning city, lake and mountain views in a thriving urban neighborhood. When the economic downturn slowed sales and flooded the market with competing offerings, the property developers asked us to create a brand that would help them attract buyers from around the globe.
In real estate, you can’t always differentiate with features like square feet, amenities or views. The challenge is to create a sense of place where buyers believe they will find others who share their tastes and values. They look at a building’s website or sales center and ask, “Is this where I belong?”
To win buyers’ hearts, we took our inspiration from the unique culture of an urban lifestyle to create a brand with a sense of community. By speaking to the building’s character as well as the target demographic, we were able to differentiate Bellevue Towers and answer, “This is home.”
We leveraged photography to capture the rhythm of the building at different times of day. A custom photo library depicted the beauty of the architecture, the luxury of the interiors and the diversity and energy of the residents and the neighborhood.
Lush imagery of the building and surrounding neighborhood gave website visitors a sense of Bellevue Towers’ luxurious nature. Translations in Russian, Chinese and Korean increased the building’s global appeal, while virtual tours and an interactive floor plan made it easy to understand the layout of the units available on each floor. Integration with social media and a blog highlighting building events further enhanced the effectiveness of the website as a sales tool.
We were delighted when Bellevue Towers became the area’s top-selling condominium in 2011. The brand was just one aspect of the overall sales strategy that clearly delivered success.