Location: Naples, Florida
Management Entity: Arbor Trace Realty
Type of Community: Senior Condominium
The Ehlers Group was selected to provide marketing and public relations services for the luxury senior condominium community in Naples by helping the Arbor Trace Realty sell the remaining residences and resale as well as promoting the community’s assisted living component.
Initial services included sales management and marketing support. A new sales team was hired to reinvigorate the sales force. Advertising, direct mail and newsletters, special events and publicity were geared to revitalize exiting leads while creating new interest. Engendering existing resident support was implemented with many one-on-one meetings and interviews while open house events and lectures brought residents together with prospects to help in selling Arbor Trace.
Public relations efforts focus on promoting the lifestyle enjoyed by the community’s residents through writing about their personal stories in testimonial style advertising. The Ehlers Group surfaced unique opportunities to bring positive attention to Arbor Trace utilizing advertorial opportunities. We worked closely with the sales team, activities department and resident representatives to find interesting residents to share their stories. A community newsletter was created which could be used for direct mail literature which also promoted lifestyle.
During our contract period, sales substantially increased from two to four per month to averaging 11.