Westminster Canterbury Richmond
RESEARCH, PLANNING, AND MARKETING:
A Formula for Exceeding Pre-Sale Goals Ahead of Schedule
Westminster Canterbury Richmond (WCR) needed more than the typical start-up marketing to bring its new Vibrancy! expansion to life. This award-winning Life Plan Community turned to Love & Company to help identify the need, plan the expansion from soup to nuts, and get the right message to the right people.
Vibrancy! was conceived to take fitness and wellness amenities to a whole new level with a state-of-the-art Vital Living Center, ultramodern swimming pool, and much more. Love & Company initiated a three-pronged plan for market success:
- Conduct extensive research studies to confirm the need for an expansion, and to shape the expansion as it developed
- Launch an integrated sales, marketing and lead-generation campaign, including training for the WCR sales team
- Adapt marketing and sales strategies—including the implementation of virtual technologies—through the summer of 2020, when the COVID-19 pandemic was at its height
The sales team achieved its 70% pre-sale goal in February 2022—six months ahead of schedule. By the end of March 2022, 87% of all residences were reserved.
By late August 2021, when it was ready to receive 10% deposits, WCR had amassed 287 net priority deposits—nearly three times as many deposits as planned residences. The sales team subsequently achieved 61 10% deposits in just over two months. Response to Vibrancy! was so strong, WCR decided to add 20 additional residences to the project.
What’s more, the sales team achieved its 70% pre-sale goal in February 2022—six months ahead of schedule. By the end of March 2022, 87% of all residences were reserved. Best of all, these results were achieved while spending about 53% of the original marketing budget.