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Category: Real Estate PR

What Does a PR Agency Do? Celebrating A Fallen Hero

What Does a PR Agency Do? Celebrating A Fallen Hero

July 26, 2021July 15, 2022 Clairemont InternBlog, Case Studies, Real Estate PR#casestudy, #mediarelations, #PR, #RaleighPRAgencyLeave a Comment on What Does a PR Agency Do? Celebrating A Fallen Hero

Master-planned community and client Wendell Falls in Wendell, North Carolina, is a nexus of connectivity marked by people with a passion to make a difference. Wendell Falls joined forces with builder Garman Homes, nonprofit Operation Coming Home and the Home Builders Association of Raleigh-Wake County to build a “Hero Home” in honor of a fallen soldier. During a pandemic when many felt disconnected, the Wendell Falls team sought to unite residents and rally industry partners behind the Hero Home cause.

Wendell Falls turned to Clairemont to help create a media campaign that would celebrate the fallen hero and inspire community cohesion through widespread news coverage of the Key Ceremony — the event that unveiled the Hero Home to the family of the fallen soldier. Clairemont targeted all top media outlets within the immediate county. Our objective was to provide visibility for Wendell Falls by securing on-site attendance from at least two media and four news pieces (two stories in newspapers and two with local TV stations).

Clairemont used the following creative tactics to raise awareness and gather media interest in this event:

  • The Hero Behind the Home: Rather than just a standard news release, Clairemont wanted to tell the personal story of the hero and his family. Through personal interviews, media captured glimpses into the fallen hero’s love for his two sons, his passion for hobbies, his pride in his country and his ultimate dream to own a home – a dream that Wendell Falls was making a reality that day.
  • A Veterans Day Event: Since the Key Ceremony was planned for Veterans Day 2020, it was quite the community event. The family arrived in a cavalcade of hummers, serenaded by The American Bombshells, a 1940s musical trio from New York City. The house keys themselves were slated to be parachuted to the home site in honor of the fallen hero’s service in the army as a paratrooper.
  • A Head-Turning Home: Media were offered exclusive first glimpses of the Hero Home unveiling, designed personally for the family.

Clairemont’s work resulted in five on-site media and a total of 13 news stories, including four TV segments, two newsletters and seven print articles. These included a front-page feature story in the region’s leading newspaper along with stories in main papers across the state.

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CLIENT NEWS: Garman Wins Newland Award

CLIENT NEWS: Garman Wins Newland Award

March 5, 2021July 15, 2022 Cherith AndesBlog, Clairemont Client News, Real Estate PRclient awards, garman homes, newland, real estate awards, real estate PR, wendell fallsLeave a Comment on CLIENT NEWS: Garman Wins Newland Award

This is one of our favorite parts of our work — the chance to celebrate our clients, their partners and the incredible impact they’re making in our community!

Newland’s Robert B. McLeod Partners in Placemaking Award

National real estate developer and Clairemont client Newland recently introduced its Robert B. McLeod Partners in Placemaking Award. Named after Newland’s founder, the Robert B. McLeod Partners in Placemaking Award recognizes the innovation, collaboration and expertise of the many partners Newland works with to create exceptional places and experiences.

Wendell Falls, Newland’s master-planned community in Wendell, was excited to present the McLeod award to Garman Homes, one of its builders! Garman is only one of four businesses across the U.S. to receive this award this year.

Garman’s Hero Home Project

The McLeod Award honored Garman for its incredible Hero Home project. In 2020, Garman Homes joined forced with Nonprofit Operation: Coming Home, the U.S. Veterans Corps and the HBA of Raleigh-Wake County to build a pro bono “Hero Home” for the family of a recently fallen soldier – Sgt. Barreto.

The Key Ceremony where Garman Homes unveiled the Hero Home to the family of the fallen soldier.

We love that our clients and their partners blaze trails, spearhead positive change and make a long-lasting impact in our community. Congratulations to Garman Homes!

Check out more news and tips on real estate marketing and PR.


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Client Wendell Falls Unveils Hero Home

Client Wendell Falls Unveils Hero Home

November 18, 2020July 15, 2022 Cherith AndesBlog, Case Studies, Real Estate PRHero Home, real estate marketing, real estate PR, Veterans Day, wendell fallsLeave a Comment on Client Wendell Falls Unveils Hero Home

We’re excited and honored when we have the opportunity to partner with incredible clients who give back to our community. And this is just such an occasion.

On Veterans Day 2020, client Wendell Falls gathered with its partners to honor a legacy – the legacy of SFC Elis A. Barreto who dedicated his life to his country, who served with courage and who made the ultimate sacrifice for his nation.

Wendell Falls, along with Garman Homes, the HBA of Raleigh-Wake County, the U.S. Veterans Corps and Operation: Coming Home, hosted a patriotic key ceremony to unveil a “Hero Home” to the family of SFC Barreto, who died in combat in September 2019. The first in Wendell, this Hero Home was given to Legna, SFC Barreto’s wife, and her children as a gift to honor his service. Fresh Paint by Garman, one of Wendell Falls’ award-winning builders, constructed the house on a homesite donated by Newland.

Called a Hero Home Finale, the key ceremony celebrated the life and accomplishments of SFC Barreto. The event featured patriotic songs from the Bombshells along with heart-felt comments from government officials, Garman, Newland, the HBA … and finally Legna herself.

Partners unveiled exciting gifts for Legna and her family, such as technology from Lenovo, a golf cart from Garman (for the Wendell Falls culture!), a refurbished car and even a special military-themed room for Legna’s two boys.

We were thrilled to share this heart-warming story with our community and the media. If you want to get a glimpse of the day in action, check out one of these stories!

  • The News & Observer, Front Page (also in The Charlotte Observer, The Winston-Salem Journal and Stars and Stripes)
  • ABC 11 TV
  • CBS 17 / WNCN TV
  • WRAL TV
  • The Fayetteville Observer
  • Wake Weekly
  • Triangle Business Journal

Thank you to all who have served our country. We are deeply grateful for your investment and sacrifice.

*All photography credited to Bekah Morton Photography.

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Real Estate Trends & Your Marketing

Real Estate Trends & Your Marketing

August 21, 2020July 15, 2022 Cherith AndesBlog, Raleigh PR Agency, Real Estate PRcommercial real estate PR, home builder marketing, real estate marketing, real estate PR, residential real estateLeave a Comment on Real Estate Trends & Your Marketing

This year’s shift in social norms has shaped real estate growth, from the role of the home in daily life to how we think about retail developments. Nothing has remained untouched, and today’s fledgling trends will dictate next year’s trajectory.

We connected with industry leaders to get a peek at what’s ahead for real estate — and how it impacts your marketing and PR efforts.

Commercial Real Estate
Driven by Connection and Experience

While health and safety remain a preeminent concern, buyers still crave the connection of in-person interactions. Yes, the uptick in virtual offerings amidst COVID now affords people access to new activities – like a zoo tour online. But real estate leaders are seeing that there is no substitute for personal experiences.

Jim McMillan, principal at Edinburgh Development, underscored the importance of creating an “Amazon-proof” product — an experience people can’t buy online.

“We’re seeing that people still want to get out and see other people, even if from a safe distance,” said Jim. “So we concentrate on crafting experiential, service-related destinations with a hefty dose of outdoor options and open space.”

For example, Jim’s team is developing Treelight Square, the dining and retail district at Wendell Falls, a Clairemont client. Jim’s team is incorporating elements such as a rotating mural station featuring local artists. Outdoor dining takes precedence, as does more expansive walkways and trail-esque systems.

Image Credit: Finley Design Architecture and Interiors

Jodi Leidolf, project director with Montgomery Development, has been helping to reimagine commercial construction in response to COVID. Retail bays now entail more floorpan flexibility, allowing features like walk-up windows and extended personal space for customers. Rather than ditching community activities, like the arts, commercial developers are creating outdoor cinemas to anchor mixed-use spaces.

And surprising tech is evolving to mimic human interaction. How might you feel about a hologram attendant taking your tickets for the outdoor concert? “People crave the efficiency, walkability and the energy that connection provides,” said Jodi.

“The Triangle market is an institutional market now, with big developers from all over the country coming here to develop,” said Lee Norris of Greymont Development. “The predominant view is that it takes 18 months for a commercial project to be entitled and ready to go. Many people hope that 18 months from now COVID might have abated or have a vaccine, so development is not slowing.”

Office Space
Reimagining Cubical Life

As companies have instituted work-from-home policies, office space development has slowed — especially for projects in the early phases. But this isn’t a permanent halt. According to Garretson Browne, a project manager in real estate development, office spaces are evolving but alive.

“Things are still largely optimistic in real estate development,” said Garretson. “Office space construction might look different for awhile, but ultimately, companies still benefit from offices since it showcases their culture — something that isn’t the same from home.”

Office space developers are focusing on healthy-living features, like HVAC and mechanical systems that reduce microbial exposure and increase fresh air circulation. Touch-less elevators are becoming a mainstay. Office furniture manufacturers are exploring refined cubicles with options like closing glass doors and dividers. While construction has slowed in the arena, Garretson believes that we haven’t seen the last of office or co-working development.

Residential Real Estate
Flexible, Efficient and Connected

Residential real estate seems to be the bright spot in today’s industry.

With an emphasis on the home, buyers are evaluating their spaces, craving flexible houses that accommodate office life, school life and home life. Many are reconsidering their current homes and finding them coming up short. Bolstered by low mortgage rates, the market is witnessing a rise in new home sales — much of which is in suburban master-planned communities.

Image Credit: Wendell Falls by Newland

Wendell Falls, one of the largest master-planned communities in the Triangle and a Clairemont client, is exceeding sales goals and witnessing a banner year in growth. Buyers are craving more nooks and crannies rather than the previously popular open floor plans. Closets are evolving into podcast studios or video conference rooms. Patios and porches afford people neighborly interaction from a safe distance — all of which Wendell Falls provides.

Outdoor amenities are key selling points as well. Trails, spacious parks with fresh air and shade, and pools afford residents opportunities for fitness and connection. Wendell Falls, for example, touts an outdoor fit pod along with a bevy of parks and miles of trails.

Mike Scisciani, regional vice president of operations at Landeavor, noted the importance of digital marketing, social media marketing, online concierges and virtual tours in lieu of foot traffic.

“Teams have to be more creative to showcase the lifestyle component of master-planned communities in a time when people won’t necessarily come on-site,” said Mike. “Pictures, videos, virtual tours and thoughtful and constant contact have become cornerstone marketing tactics.”

What does this mean for marketing?

A lot. Something that isn’t going away is the critical importance of connectivity. While it might look different than on-site events, buyers still need to experience the lifestyle of a community or retail center. Creative virtual reality experiences, new uses of drone footage and hologram concierges are just a few applications for digital media to bridge this gap. Now more than ever, prospective buyers expect real-time digital support and easy access to 360-degree immersive tours.

In addition, real estate teams should showcase their project’s health and safety features to build peace of mind with potential clients. Hone ways to share the lifestyle elements of your residential or commercial development through retail spotlights, online events or interactive video community events. And above all, remain flexible and supportive with your customer in mind.

At Clairemont Communications, we craft creative, effective marketing and PR campaigns that make a difference for real estate clients.

Drop us a line to discuss opportunities for your company!

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Briar Chapel Wins Best Neighborhood

Briar Chapel Wins Best Neighborhood

July 20, 2020July 15, 2022 Cherith AndesBlog, Clairemont Client News, Real Estate PRBriar Chapel, Raleigh PR, real estate marketing, real estate PRLeave a Comment on Briar Chapel Wins Best Neighborhood

Nothing makes us happier than seeing our clients succeed.

We’re thrilled to pop the bubbly for client Briar Chapel, one of the largest green master-planned communities in the Triangle. For its fifth consecutive year, Briar Chapel won Best Neighborhood in Chapel Hill, a voters’ choice award from the readers of Chapel Hill Magazine.

That’s not all that Briar Chapel has on its shining record. Throughout the years, this community has nabbed accolades such as Developer of the Year from Green Builder Magazine, Best Neighborhood by Where to Retire Magazine and Best Neighborhood/Subdivision in the WRAL Out and About Voters’ Choice Awards.

Complete with resort-style amenities, green-built homes and a vibrant network of neighbors, this community is topping many homebuyers’ dream lists. Clairemont Communications has been honored to serve as Briar Chapel’s agency of record for years. From media relations and social media strategy to creative events and awards submissions, we’ve loved being a part of its growth for almost a decade.

Real estate is one of our areas of expertise. Do you have news you want to get covered? Events you’re planning for your business?

Drop us a line!

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