real estate marketing case studies
Winter Park/Aspen Highlands Village
Winter Park and Aspen, Colorado
Developer: Hines Development
Scenario:Hines initially chose Crescendo to help position and market the first phase of its new base village development at Winter Park, a day-skier destination 1.5 hours from Denver. With virtually no commercial lodging existing at the family-oriented ski area, Hines’ options were wide open…so the development company went big. This would be the largest ski resort condominium project in the U.S.
Fast forward two years. Geographically, Winter Park and Aspen are 3.5 hours apart. Demographically, they are distant cousins with distinctly different wallets. But both Hines and Crescendo were confident that the pre-sale methodologies proven effective in the first could be transferred and translated to reach the highest end of the Aspen market. The vision was for a beautiful base village in keeping with Aspen Highlands’ world-class persona.
Solution:The fact that little market interest existed for Hines’ Winter Park offering made an ultra-effective presales effort essential. Crescendo’s MarketForce™ process—merging analytics and multi-channel market outreach—successfully grew, engaged and tracked the prospect base to heighten the sense of immediacy. Award-winning communications connected with prospects, leading to launch weekends exceeding expectations. This core strategy was elevated for Aspen Highlands with an emphasis on unparalleled customer experiences. Prime example: the “Snowshoe Offering” of Five Trees, where prospects enjoyed gourmet picnics on their home sites.
sold in first nine months at Aspen Highlands
At Winter Park, Phase I set a U.S. record for weekend condo sales volume. Phase 2 was met with a 94% closing rate—another record. At Aspen Highlands, more than $100 million in sales were recorded in the first nine months.