Port Blakely Communities, a major Northwest real estate developer, looked to sgwcreative to help market a 200-acre parcel in the Fairwood area near Renton, WA. PBC envisioned developing the area into an upscale 500-home community. The challenge was two-fold: attracting quality homebuilders and creating consumer interest for the highest priced homes in the area.
Woodside is a prime example of adding value through solid positioning. Woodside's first marketing goal was to attract five respected builders and coalesce them into a strong marketing team. The next step was creating two points of difference from other area communities. The first was to promote Woodside as a community rich in parks, trails and open spaces (due to developer concessions). The second point of difference was to position Woodside as better value than the mainstream, higher-priced Eastside suburbs. We turned this into a major draw by headlining: "Save $40,000 to $100,000." This proved to be irresistible to our target market of young families moving up.
The community was named "Community of the Year" by the Master Builders Association of King and Snohomish Counties. Woodside is now concluding its second year of a five-year marketing window having met or exceeded all of its marketing goals.
2835 82nd Ave SE, Suite A · Mercer Island, WA 98040 · voice 206.232.3630 · fax 206.232.3634
