real estate marketing case studies

Westin Grand

Vancouver, British Columbia

SETTING:

Downtown Vancouver, in the heart of the entertainment district and bordering the international business core.

207

condominiums sold first weekend

Case Study

Developer: Trilogy Development and Cressey Development Group

Scenario: The Trilogy/Cressey goal was to create a high-end hybrid hotel/ residential ownership opportunity and develop an iconic downtown landmark. The architectural solution—shaping the silhouette of a grand piano—marked the entrance to the city’s entertainment district and provided a marketing catalyst. Our team was selected specifically for its track record in moving unique properties rapidly, a critical consideration to mitigate rising market risks.  

Solution: We saw the launch of this unique product type with its critical first-weekend sales challenge as the ideal point to employ our proprietary MarketForce™ system. An industry first, MarketForce™ incorporated metrics and analytics into marketing and sales to track results and optimize sales team performance. We knew daily where prospects stood.

Our positioning, Right Time, Right Place, allowed us to highlight the opportunity to invest in the Westin (Starwood) brand. Marketing collateral communicated “an evening at the theatre” ambiance with the opening event featuring a classical pianist. 

#1

Largest weekend sale of condominiums in North American history at time of launch

Results:

We sold out in two days and charted a North American weekend sales record, despite the fact that a blizzard moved in the morning of the opening. Our marketing campaign attracted buyers coming from Canada, the U.S. and Asia. The success of the Westin Grand Vancouver sparked a major, industry shifting trend: five-star hotels building residential properties into their new urban and resort hotel developments.

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