Lakeview Terrace | Nanaimo, BC
Purpose Built Rentals to Record-Breaking Sellout
Lakeview Terrace transformed a purpose built rental building into a blazing fast condo sale turn-around setting a new regional standard for what’s possible.
Marketing Strategy
Media Buying
Web Development
Branding
Product Advisory
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The Challenge Lakeview Terrace was initially designed as a rental building, but the developer initiated a strategic shift to condos mid-construction. I was onboarded to manage the marketing program under a time-sensitive 1-month turnaround window. There were limited historical benchmarks for this specific asset class in the Nanaimo region, requiring a unique approach to pricing and positioning to build momentum quickly.
Strategic Action
- Rapid Response Creative Team: Mobilized an agile creative team to build the brand identity, website, and full asset suite in under 30 days. We utilized an Agile approach to bypass traditional delays and hit the market immediately.
- Proxy Data Modeling: Used advanced data proxies from similar regional markets to model pricing sensitivity. This gave us the confidence to recommend aggressive but accurate pricing.
- Lifestyle-Driven Creative: I directed the team to position the development as a rare "lifestyle asset" with lake views. We synchronized paid media and organic content to create a sense of urgency and exclusivity that drove immediate traffic.
Key Results:
- 172 Units Sold in under 4 months (100% sellout).
- Record-Breaking Launch: Set new regional benchmarks for pricing psf and sales velocity.
- Market Validation: Proved the viability of the asset class in the region.
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Marketing Strategy
Media Buying
Web Development
Branding
Product Advisory
The Challenge Lakeview Terrace was initially designed as a rental building, but the developer initiated a strategic shift to condos mid-construction. I was onboarded to manage the marketing program under a time-sensitive 1-month turnaround window. There were limited historical benchmarks for this specific asset class in the Nanaimo region, requiring a unique approach to pricing and positioning to build momentum quickly.
Strategic Action
- Rapid Response Creative Team: Mobilized an agile creative team to build the brand identity, website, and full asset suite in under 30 days. We utilized an Agile approach to bypass traditional delays and hit the market immediately.
- Proxy Data Modeling: Used advanced data proxies from similar regional markets to model pricing sensitivity. This gave us the confidence to recommend aggressive but accurate pricing.
- Lifestyle-Driven Creative: I directed the team to position the development as a rare "lifestyle asset" with lake views. We synchronized paid media and organic content to create a sense of urgency and exclusivity that drove immediate traffic.
Key Results:
- 172 Units Sold in under 4 months (100% sellout).
- Record-Breaking Launch: Set new regional benchmarks for pricing psf and sales velocity.
- Market Validation: Proved the viability of the asset class in the region.
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