Creating Brand Presence by Being Present

Since 1921, Pardee Homes has been on a mission not to simply build homes, but rather to create sustainable, livable communities. Pardee has garnered numerous accolades for doing just that. But a blank slate of spectacular LA County land presented an opportunity unlike any other before. For the Pardee team — with significant emotional attachment to this property — Skyline was a passion project.

From the outset, Wick’s role was to design and lead branding discussions. To guide that, we set out to immerse ourselves in all things Skyline. That meant boots on the ground, touring the site and surrounding area and doing deep-dive briefing sessions with the Pardee Homes LA team. We studied the land plan, the vision, their goals and the project’s timelines. And, of course, we researched the market, buyer profiles, competitive landscape and more.

By all accounts, Skyline’s Grand Opening was a stellar success. The Skyline email interest group surpassed 2,500 names, more than double the goal of 1,000, and more than 2,000 guests attended the Grand Opening event. The Facebook event page Wick created reached 28,800 people and engaged 778 “interested” followers, 75 of whom went to the Grand Opening. 

Skyline opened with four neighborhoods, and project-to-date home sales are ahead of targets. Since opening the master plan, most of Wick’s attention is now focused on neighborhood marketing.

The National Association of Home Builders’ National Sales and Marketing Council (NSMC) recently honored Skyline, Pardee Homes and Wick Marketing with the Gold Award for Best Digital Marketing Campaign at The Nationals, held at the 2020 International Builders’ Show. This Gold Award validates the relationship-based model Wick Marketing used in partnership with Pardee Homes to deliver outstanding results for Skyline and excellent work that gets noticed.

Getting everyone in the conversation generated a collaborative team dynamic that carries through long after the initial work is done.

Imbedding ourselves in our client’s business was good business for everyone. We looked at things from the perspective of the client’s best interest and leveraged the creative synergy of all partners working toward the same goal.

Even the most beautiful creative pieces won’t generate results without a sound brand strategy behind them. Strategy that informs creative that drives results. Period.