Despite its strong offering, Gardenia faced several key challenges during the marketing and sales process:

1. Competitive Market with Established Developers:

Burke Mountain was a rapidly developing area, with multiple well-known developers such as Polygon, Morningstar, and Foxridge building similar detached homes. Competing against established brands posed difficulties in attracting buyers who preferred developers with proven track records.

2. Differentiation & Messaging:

Most competing developers offered unfinished basements to keep costs lower. However, Gardenia's decision to provide legal basement suites as mortgage helpers was an unfamiliar concept to many buyers, requiring  additional education and messaging.

3. Lack of Developer Brand Recognition:

As a boutique developer, East Village Developments lacked the brand familiarity that buyers often seek when making significant home purchases. Consumers were more comfortable investing in projects from developers they had seen before.

4. Generating Traffic & Interest:

With multiple projects underway in Burke Mountain, drawing foot traffic and ensuring potential buyers visited Gardenia instead of nearby competitors was a significant challenge.

5. Market Resistance to Fully Finished Homes:

At the time, most new detached homes in the area were sold with unfinished basements, allowing buyers to customize or save on upfront costs. Convincing buyers of the value and long-term financial benefits of a fully finished home required strategic positioning and financial comparisons.

To overcome these challenges, a comprehensive marketing and sales strategy was implemented:

1. Strong Differentiation & Education Campaign:

The key selling point—fully finished homes with legal basement suites—was emphasized through targeted messaging. Buyers were educated on:

• The long-term benefits of a legal suite, including mortgage savings.
• The convenience of a move-in-ready home, avoiding renovation hassles.
• The future resale value of a legally zoned secondary suite.

2. Strategic Market Positioning & Pricing:

To compete with townhomes, pricing comparisons were developed, showing how the mortgage assistance from the basement suite made detached homeownership attainable for townhouse buyers. These insights were highlighted in marketing materials and sales presentations.

3. Realtor Engagement & Brokerage Partnerships:

Since buyers were more likely to trust familiar developers, realtors played a crucial role in building confidence. A targeted realtor outreach program included:

• Presentations at brokerage offices to explain Gardenia’s advantages.
• A structured referral program, ensuring agents could confidently direct clients to
Gardenia while securing their commissions.
• A branded developer information package to build credibility.

4. Innovative Traffic Generation Techniques:

To capture prospective buyers already visiting other developments in Burke Mountain:

• High-visibility signage was placed along Coast Meridian Road to drive spontaneous visits.
• Direct mail and digital ads targeted homebuyers in the area.
• Gardenia leveraged competitor marketing by creating opportunities for cross-traffic between projects.

5. Industry Collaboration & Market Intelligence:

Recognizing that buyers had limited resources to compare projects, a monthly conference call was initiated between all project marketers on Burke Mountain. This shared insights on:

• Market trends and sales data.
• Buyer traffic patterns and successful sales tactics.
• Pricing adjustments and demand forecasts.
This initiative provided developers with real-time market feedback and strengthened relationships with other industry players.

Through a well-executed marketing and sales strategy, Gardenia at the Foothills achieved notable success:

1. Complete Sell-Out Over Three Phases:

The project was successfully sold out in three phases, despite market competition and initial brand recognition hurdles.

2. Price Appreciation of Over 30%:

By structuring sales in phases and building momentum, pricing increased approximately 30% from the initial phase to the final phase, maximizing returns for the developer.

3. Cost-Effective Marketing Execution:

With a limited marketing budget, highly targeted efforts ensured funds were spent efficiently. Instead of broad advertising, the strategy focused on high-impact activities, including:

• Direct buyer education campaigns.
• Realtor-driven outreach.
• Personalized financing comparisons.

4. Enhanced Developer Reputation & Future Growth:

The success of Gardenia helped establish East Village Developments as a credible and competitive builder in the region. By emphasizing transparency and delivering a strong product, the developer earned buyer trust and positioned itself for future projects.

5. Strong Buyer Confidence & Value Perception:

Gardenia’s emphasis on legal suites resonated with buyers who wanted both affordability and long-term financial stability. By demonstrating how basement rental income could assist with mortgage payments, the development attracted buyers who may have otherwise chosen a townhouse.

The success of Gardenia at the Foothills highlights the importance of strategic differentiation, targeted marketing, and industry collaboration. By focusing on unique value propositions and engaging realtors and buyers effectively, we were able to position Gardenia as a standout project in a highly competitive market. For developers seeking an accountable and results-driven project marketing partner in Vancouver, we provide the expertise, market insights, and execution strategies needed to maximize project success. Contact us to learn how we can support your next development.