real estate marketing case studies
Developer: Jeld-Wen Development
Scenario: Crescendo’s successful track record for marketing recreational/ residential properties in both the Pacific Northwest and Rocky Mountains figured heavily in this developer’s decision to partner with us. Their vision for Brasada Ranch was of a new brand of master-planned destination resort combining adventure, luxury and sustainability. But the market was unproven. The plan, ambitious. And what the location—15 miles from the still-small town of Bend, Oregon—delivered in terms of getaway cachet was counterbalanced by logistical challenges.
Solution: Drawing from charette findings, Crescendo created a unique positioning for the target audience—that of forward-thinking environmental stewardship with a rare mix of resort amenities. The theme—Panoramic Living—was fulfilled with extensive equestrian facilities, a stellar golf course, spa options, farm-to-table restaurants and dramatic views of the Cascade peaks. The land’s historical cattle-ranching context was highlighted, further enhancing the buyer invitation to become part of the authentic West. We provided team leadership of an integrated developer/Crescendo sales team, managed all training and timed bold communications to ensure huge prospect generation. Proprietary algorithms enabled us to establish and adjust pricing to optimize results and ensure each prospect an individualized customer experience.
Consecutive years named Conde Nast’s “Top Resort in Pacific NW”
First weekend sales exceeded the developer’s goals by 168% as owners across North America claimed the Brasada Ranch vision as their own. Subsequent weekend sales were record breaking as well, creating industry interest and expanded market enthusiasm. Momentum was sustained by Brasada Ranch’s becoming the first resort to receive the LEED Gold Rating and its being named Best Eco Resort.