12,000 potential homebuyers descend on the Baker Ranch grand opening
Set in the scenic foothills of Southern California’s Lake Forest, Baker Ranch offers a variety of single-family homes and townhomes built by luxury homebuilders, Shea Homes and Toll Brothers. Feature highlights include eleven parks, seven pools, tennis courts, children’s play areas, a clubhouse and extensive open space. Gauger + Associates identified these resort amenities as the best way to separate Baker Ranch from the herd of competing master planned communities in Orange County. It informed the foundation for brand positioning, which was centered around the theme of resort living, as reflected by the community’s tagline, “The Resort You Call Home”.
Tactics
Strategic Planning + Messaging
Brand Positioning, Graphics + Tagline
Environmental Graphics
Way Finding System Development
Visitor Center Design
Interactive Site Plan
Video Production
Brochures + Other Collateral Design
Multi-Media Advertising Campaign
Event Marketing
Results
An online interest list of over 7,000 people generated in a matter of a few months leading up to the Grand Opening, which grew to over 20,000
E-blasts achieved open rates of over 70% and click through rates of over 40%
An estimated 12,000 home shoppers toured the six new residential neighborhoods during the Baker Ranch’s Grand Opening
A first month of 29,000 web visits and the sale of every home released
The success continues with home sales averaging 1.8 homes per day
Named "Master Planned Community of the Year" at the 2017 SoCal Awards