The Problem
Local development company Generation Development was bringing a new condominium building to market in early 2022, a high time for the Denver real estate market. While they had a brand and website, they were missing the key sales pieces that would allow them to get selling. They contracted Slifer Smith & Frampton Development Sales to take their existing brand and create a full suite of sales assets. As the design lead for the group I headed up all creative aspects of the project.
The Solution(s)
The most involved, and heaviest lift of the project was without a doubt the in-hand sales packets that our team would use during appointments with prospects. This package consisted of a “brolder”, FAQ booklet, branded floor plans, and neighborhood map. I worked with a local printer to produce all of these materials in a consistent, brand-forward manner that allowed them to all sit tidily inside the front pocket of the brolder for easy use.
Brochure + Folder = Brolder
Initially we were considering separate pocket folders and marketing brochures, but after meeting with the sales team it became evident that we could streamline the overall package by combining the two items into one piece. The result is effectively a stitched brochure inside of a one pocket folder where all of the other materials for a given meeting could sit in attractive organization. Inside I laid out each page helping the Arbory brand shine in its various facets, additionally I designed graphics, sourced imagery, and wrote copy to help the project put its best foot forward on this high-touch piece.
Floorplans and FAQ
Inside the brolder the team wanted to have two pieces for every meeting. First, naturally floor plans. I took the floorplans from the architect and turned them into a set of branded sheets with the plan, unit details, features, and location in the building. Then I designed letterhead for them to keep in stock so that they could print professional floorplans on an as-needed basis.
One rather interesting piece the team wanted for this project was a very involved FAQ document, which has proven to be a great asset for a development targeting first-time homebuyers. This stitched booklet was almost like a brochure of its own, but with a little more formal language and some pretty nitty-gritty details. Still I wanted to help the brand shine even in a sea of legalese, so I was careful to balance hard details with pleasant and approachable design.
Neighborhood Map
To cap off the in-hand materials we needed a map. The location of Arbory was a key selling point for the development, situated as it is in the middle of one of Denver’s most storied neighborhoods. Fortunately I used to live in the area so I had a great time taking my old stomping grounds and turning them into a branded map that highlighted all that City Park West had to offer to prospective buyers. The team was so pleased with these that we wound up ordering a good deal more to keep around as giveaway materials at events.
Signage
With in-hand materials taken care of we then turned to the teams physical presence at the construction site, at events, and in their sales office. On the site we kept things simple with large banners announcing the coming of new condos that were elevated every time the builders added another floor to maximize visibility. At events I designed a pair of pop up banners that put the brand forward to new prospects and highlighted what makes Arbory an incredible place to live. Finally, at the sales center I printed their incredible project renderings onto metal substrate to fill a gallery style wall with images of the project, and then made them a sales tracking board again printed on metal with branded magnets they could place to celebrate each new sale.
The REsults
Within two months of Generation Development and Arbory coming on board as a client we launched with a full beautiful suite of sales materials. Their early informational events were attended to capacity and with materials in hand the team was able to generate incredibly strong early demand. Even in a red hot market this new development needed to find a way to stand out from the crowd, and with over 50% of units sold in the first two months of sales, we believe that mission has been accomplished.
“Over 50% sold in the first two months.”
