Achieving Presales Results
Without Sales Office or Models

Tri Pointe Homes was building a new kind of community in Fallbrook, CA. Located well outside of the popular San Diego area, this community needed a compelling brand story to attract new customers and a strategic marketing plan that would deliver near-immediate results across six product lines.

With strategy driving creative, we were able to overcome the location challenges with a compelling offering that made a little extra driving time well worth it. Citro’s interest list exceeded 2,000 contacts within the first month of promotion and the pre-sales program resulted in 28 contracts within the first 60 days without a sales office or models.

Tangible, take-home collateral still works as a way to reinforce the lifestyle promise to onsite traffic. This oversized tri-fold brochure wrapped the whole offering up with a map, a few words and strategic images that showed amenities, modern home design, all-important trails and our target family buyer.

Citro’s rural location offered little retail or infrastructure. Major amenities would not be in place until late Year Two. We needed to convince an aspirational San Diego buyer that they could have a desirable lifestyle alongside an attractive — yet attainable — home in North San Diego.

Based on research and analysis of the community’s offering, the consumer, competition and market conditions, we identified key motivators and differentiators. Among them: affordability, a modern architectural sense and a semi-urban community plan that complemented the natural open spaces and unique working agriculture on the land.

This award-winning sales office came in after the initial marketing launch and helped showcase the differentiated lifestyle Citro would offer.

We did the strategic and creative work of imagining a place customers can’t resist and created an emotional connection to the Citro “Agri-Culture,” which represents a marvel of convergence. Like grafting one plant to another, this master-planned community married old with new, urban with agriculture and small-town vibe, indoor living with outdoor opportunity, individual aspiration with community chemistry and attainability with splendor.

The client had the right offering, in the right semi-rural location, priced right, at the right time. But the community would open before the sales office or models were underway. The story needed to be strong and compelling enough to do the work of engaging this buyer before they had anything more than maps and renderings to make their decisions.