Location: Perry, Georgia
Developer: Woodland Property Partners
Type of Community: Active Adult
Working with the developer’s on-site marketing team, The Ehlers Group was selected to create and implement integrated marketing and communication solutions for the active adult community.
Located in the foothills of Georgia’s Appalachian range, Houston Springs is a master-planned community located on nearly 500 acres of rolling hills and unspoiled forests, offering active 55+ adults established neighborhood living with diversified recreational amenities.
The Ehlers Group initially conducted an extensive marketing audit and competitive review including demographic and lead source analysis. Focus groups with residents and interviews with city leadership offered additional insights of the community’s strengths and weaknesses.
Marketing initiatives were implemented to infuse new interest in the community and revitalize sales efforts. During the engagement, The Ehlers Group reimaged the marketing efforts for Houston Springs with our strategic partners including updating outdoor advertising, adverting and a direct mail program tied to adverting and a new and improved website. There was a lifestyle oriented photo-shoot for pictures that would be used in the community’s website, brochure and adverting.
E-newsletters and e-blast were developed as invitations for community events and assistance was provided creating special events geared to be-back opportunities utilizing the community’s lead base. Press attention was achieved promoting the community’s growth, lifestyle and events. Intensive sales training including closing skills was provided. Pricing incentives were initiated as well.