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Atlas and Playground:  Selling More than $40 Million in Four Months
Outline – How we teamed to market and sell more than $40 mil ,[object Object],Cool stuff to do and download,[object Object],About Atlas,[object Object],About Playground and Intrawest,[object Object],The challenge,[object Object],The steps we took,[object Object],The result,[object Object],What we learned,[object Object],Questions,[object Object],Wrap up,[object Object]
Cool stuff to do/download,[object Object],View this webinar at our Slidespace, http://www.slideshare.net/wright0405,[object Object],Follow us on Twitter:  www.twitter.com/AtlasAd,[object Object],Read more at our Blog, “Latitude”:  http://blog.atlas-advertising.com,[object Object]
About Atlas Advertising,[object Object],	Atlas Advertising helps developers reach global audiences of second home buyers by delivering world class branding, website development and creative services with a professional staff experienced in international real estate development.  Unlike firms with little or no experience working with developers, Atlas Advertising has worked with 40 different communities in four countries to position their communities, generate awareness, build sales funnels and move prospects toward closing.  To achieve these results, our approach uses a proven mix of branding expertise, online marketing and robust technology.  ,[object Object],	Featured clients:,[object Object],Panama Pacifico,[object Object],Winter Park, Colorado,[object Object],The Residences at The Westin Verasa, Napa, CA ,[object Object],Whistler, BC,[object Object]
About Playground and Intrawest,[object Object],	Playground is a leader in the sales and marketing of resort real estate. Over the years, we've had the privilege of introducing many exceptional real estate opportunities to some of the world's most beautiful and unique resort communities.,[object Object],	In many places and through many seasons, we've continued our mission of connecting people with the ultimate places to play.,[object Object],	Intrawest ULC is a leader in the development and management of experiential destination resorts. Our resorts are found in some of the most breathtaking places in the world—from the tops of towering mountains to championship golf courses and pristine beaches. Intrawest offers the allure and beauty of nature with the promise of creating the best memories, again and again.,[object Object]
The challenge,[object Object],Sell as much of our standing inventory as possible in 1 year (and all of it in the next 24 months),[object Object],Yield manage revenue to get best combination of velocity and cash flow,[object Object],Do it spending 15% of what we had spent on marketing previously,[object Object],Do it in the worst market in a generation,[object Object]
The steps we took,[object Object],Market analysis to determine the combination of marketing, repositioning and re-pricing required for each resort,[object Object],Developing a plan that was direct, no nonsense, and which focused on existing prospects,[object Object],Launching new, direct, no nonsense creative ,[object Object],Very rigorous tracking and management to be able to quickly respond to    both good and bad reactions from the market ,[object Object],Building a long term brokerage strategy,[object Object]
Market analysis,[object Object],Being brutally honest with ourselves on where real market values are was step 1 – in most cases markets were down a third or more,[object Object],Maintaining a premium…where our product merited a premium,[object Object],When there was significant remnant inventory and velocity is a priority…look at lower than market value pricing to generate momentum,[object Object],It is important to reiterate that every market (and project) was different, and conditions have changed quickly – so putting in place a mechanism to track and respond to market information continues to be essential,[object Object]
Plan:  Direct, no nonsense, energizing to prospects,[object Object],We stayed true to our principles – as much as market conditions allowed,[object Object],Homeowners always had first notification and opportunity,[object Object],Talked to loyalists and employees early,[object Object],Then a focused, but direct communication to the broader public,[object Object],Lifestyle is what people are buying, but not why they are buying in today’s market – our messaging reflected that,[object Object],Early on our messages had to get people of the sideline – intentionally created very retail based creative,[object Object],Over time we have been able to focus more on success and less and discount – but values or the opportunity for a “deal” is still front and center,[object Object],In some markets we are now able to play off of a fear of loss (missing the opportunity),[object Object]
Creative approach: Direct, no nonsense:  “You do the Math.” ,[object Object]
Refurbished Winter Park Sales Center,[object Object]
Copper: Integrating luxury with value message,[object Object]
Whistler: Evolution Winter 09/10 Campaign,[object Object]
The Westin Verasa, Napa Website,[object Object]
The Westin Verasa, Napa Advertisement,[object Object]
Playground Mammoth Website: General Brokerage,[object Object]
Playground Mammoth Advertisements: General Brokerage,[object Object]
Rigorous tracking,[object Object],It is a combination of quantitative data and qualitative feedback from local teams,[object Object],Use local market tracking (minimum monthly – but in some fast changing markets we look at the data at least 2 x per monthly),[object Object],Tracking indirect data like web site traffic and web site traffic sources,[object Object],Regular analysis of offers, incentives required, product type – and at times we modify incentives and pricing weekly,[object Object],Introducing more sophisticated website tracking to better understand product wants and needs as well as sources of high quality leads,[object Object],Frequent (2-3 times a week at a minimum) conversation with local teams and regular communications with local brokers,[object Object]
Build a long term strategy around brokerage,[object Object],Ultimately we believe that these markets have long term potential and will demand (as well as pricing) will recover,[object Object],Establishing a market leading presence, and growing our database of loyalists to the destination is the most important step we can take while the market works through excess inventory,[object Object],There is also a very practical consideration to keep local teams – they need the ability to make a living as we sell through our own standing inventory,[object Object],Brokerage is a means to an end – not really an end unto itself,[object Object]
The result,[object Object],$40 million in sales since July and counting,[object Object],The company is at or ahead of plan in 5 of 6 resorts,[object Object],Company has the ability to be proactive,[object Object]
What we learned,[object Object],There is still demand in this market.,[object Object], What people want is a good deal…have to make them believe that is what they are getting.,[object Object],Being direct is OK  – people are not in the mood to be romanced.  ,[object Object],Lifestyle/use is the driver for most purchasers today, but they don’t want the smoke and mirrors…and in fact don’t trust you if you try to give it to them.,[object Object],Getting the revenue you can is still revenue,[object Object]
Questions,[object Object]
Wrap up ,[object Object]
To view this presentation:,[object Object],Join our LinkedIn Group: ,[object Object],Next Gen Real Estate Marketers,[object Object],(Once you sign up, you will need to be approved),[object Object],Then, click, the link on the presentation, in Discussions.,[object Object],We look forward to having you!  ,[object Object]
Contact Atlas,[object Object],Contact information:,[object Object],2601 Blake Street, Suite 301,[object Object],Denver, CO 80205,[object Object],Contact: Ben Wright,[object Object],t: 303.292.3300 x 210,[object Object],benw@Atlas-Advertising.com,[object Object],www.Atlas-Advertising.com,[object Object],LinkedIn Profile| LinkedIn Group | Twitter| Blog| Slidespace,[object Object]

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Atlas and Playground: Selling More than $40 Million in Four Months

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