THE NEED:
In early 2021 longstanding Colorado real estate group Slifer Smith & Frampton was lining up some ambitious growth with the addition of a new division focused exclusively on the marketing and sales of new development projects across the state. In doing so they would leverage their long history of success into the only dedicated division of its type in the state. However, the existing Slifer brand was more tied to day-to-day real estate sales and not developer-focused that this new division would be. I was brought aboard largely to act as an integral part of this new team and provide direct marketing support for their projects, that of course started with the division itself.
THE REMEDY:
I began by developing a unique identity for the division that would speak directly to their specific target market to property developers while utilizing the existing strength of the Slifer Smith & Frampton name along with their partnership with Forbes Global Properties that had been foregrounded in a recent rebrand. After several rounds of review we settled on the “Development Sales + Consulting” name and I locked up a complete new identity for the division. We wanted to utilize the existing brand but make it immediately obvious what materials were specific to the division, hence the “tag” standard appearance of the logo and the distinct vermillion accent color in the identity.
Once the identity was complete my next task was to create a website to bring the division to life and speak directly to developers. Using Squarespace I created a robust website that put a heavy emphasis on the long history of the team and their portfolio of projects that stretched across Colorado.
Once the website was up, running and optimized for search I set my sites on hard collateral for the team to use during in-person meetings and to send to potential clients. I worked with a new print vendor to develop a consistent feel for all of their pieces and then designed a new suite of tools for the team to use including business cards, division brochure, pocket folders, project proposals and placements in our company real estate magazine.
Placements in our weekly “Portfolio” magazine were critical for representing the division to a wide audience.
Similar to my work with Showcare, I developed an end to end proposal system that made sending out polished proposals a seamless process.
THE RESULT:
“$500 million closed sales in 2021 a year-over-year growth of over 64%”
2021, the division’s first year with their new identity, website and materials was their most successful by far. We sold out seven projects in markets from Denver to Aspen while launching ten more new ones. This aggressive expansion of the teams capabilities allowed them to sell over 500 homes to new our clients for a total of over $500 million closed sales in 2021 a year-over-year growth of over 64%. More importantly though the team is now set up with an easily executable suite of tools to help them land new projects well into the future. At the beginning of 2022 they turn to face a tight real estate market in a strong position with a queue of over a dozen new projects coming aboard in the next year.
