Tag: residential real estate

Real Estate Trends & Your Marketing

Cherith AndesBlog, Raleigh PR Agency, Real Estate PR, , , ,

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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Moving in with Mom: Multi-Gens Change Real Estate PR

Cherith AndesBlog, Public Relations, Real Estate PR, Trends, , , , , , , ,

Matthew McConaughey’s flick, “Failure to Launch,” spins the yarn of a young professional who can’t seem to fly the coop. At age 35, he relishes the perks of rent-free living with his parents along with his mother’s home-cooked meals and in-house laundry service.

While fodder for one of the leading romantic comedies in 2006, this story has since typified today’s housing market. In 2012, more than 18 percent of the American population resided in a multi-generational family household, defined as home with three or more generations under one roof.

Junior’s Back. And So Is Granny.

The trend skyrocketed during the 2007-2009 recession when insufficient jobs and waning pensions forced families to pool mortgages to survive. What was born out of necessity has since beget a luxury. Families willingly benefit from combined resources, shared comforts and (let’s not forget) direct access to the grandkids.

The multi-gen housing trend has left its mark on the real estate industry. Nationally acclaimed home builder Lennar Homes, for example, rolled out NextGen, a new brand featuring a “home within a home” for this target market. The MEDCottage, another line’s portable “granny pod,” features a 12 to 24-foot flat plopped directly into your own backyard. Forget going “over the river and through the woods” to grandma’s house. You barely have to make it out the back door.

The new MEDCottage. Image courtesy of MEDcottage.com.
The new MEDCottage. Image courtesy of MEDcottage.com.

A New Floor Plan for PR.

So what does this mean for real estate PR?

Lots. As families place a premium on lifestyle, it becomes vital that we create and market opportunities that engage diverse age groups. For example, Briar Chapel by Newland Communities, one of Clairemont’s longstanding clients, offers a range of internally and externally marketed activities. Their Lego Camp draws tykes from across the state while their water aerobics engage active older adults from around the community.

Briar Chapel also provides opportunities from the other side of the coin–large-scale events that nurture inter-generational collaboration and maximize shared interests (such as the multi-generational love for the Rolling Stones—who knew?). Briar Chapel’s acclaimed Pepper Festival fosters relationships by providing a distinct draw for every interest and demographic—from kid-friendly acrobatic showcases to “adult-friendly” craft beer tastings. Strengthen relationships, we say, because the family that plays together, stays together…and will likely “pay” together for houses in your community!

Briar Chapel's Annual Pepper Festival.
Briar Chapel’s Annual Pepper Festival.

Invite All the Right House Guests.

These mufti-faceted avenues provide equally diverse opportunities for us to expand media relations. Not only do media highlight breaking news and overarching stories, but many also pursue niche interests—such as the Triangle’s trending wave of “beer experts.” Effective public relations strategies should dig deep to suss out fresh angles on stalwart offerings for specialized reporters, bloggers and social media experts. Creative pizzazz can unearth a whole new wave of dynamic media attention for a real estate community!

If all else fails, the multi-gen trend at least promises free babysitting from grandma for a last-minute date night, right?

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Clients Who Care: Wendell Falls

Cherith AndesBlog, Clairemont Client News, In Our Community, Real Estate PR, , ,

In the spirit of holiday giving, “Clients Who Care” is a blog series that recognizes some of the recent acts of kindness and caring demonstrated by Clairemont clients. We hope these stories inspire you to be charitable this holiday season and throughout 2015. Happy Holidays!

After grand opening, many companies make an effort to get to know their new neighbors–perhaps with an open house, a product promotion or even a donation to a local charity.

But what if your business that hasn’t sold a single product? Or signed a single contract? Or even opened your front doors?

Wendell Falls Steps Out Before Even Starting Up

Wendell Falls, the upcoming master-planned community nestled among the quaint rooftops of Wendell, N.C., exceeded the standard protocol for cursory introductions. Inspired by its mission to forge lasting relationships and strengthen the foundations of its community, Wendell Falls offered a helping hand to its new neighbors long before it even broke ground on its first house.

At first, Wendell Falls started by providing monetary contributions to assist the community where it needed it most immediately. With a focus on bolstering economic and academic growth, the new development team locked arms with local business owners and civic leaders to identify opportunities for growth in the chamber and schools.

And while these ongoing partnerships boldly demonstrate Newland’s caring spirit, we think there’s something else that makes this client “rock”.

A Client That Truly “Rocks”

Newland Communities, the developer of Wendell Falls, is fueled by its vision to “create enduring, healthier communities for people to live life in ways that matter most to them.” Newland has woven this principle of sustainability into 140 commercial, residential and mixed-use communities in 14 states nationwide; Wendell Falls carried on the legacy with a big bulldozer…and some creative thinking.

As the team commenced grading on the new Wendell Falls site, they encountered challenges excavating and disposing of the rocky terrain. And we’re not talking about a few pebbles; these hefty boulders posed an expensive challenge to export and stow offsite. And then Newland’s team encountered a “light bulb” idea: why not donate the boulders to the local Wendell Parks and Recreational department to aid its renovation efforts?

A dump truck (and a crane and a few hard hats) later, Wendell Falls donated eight hefty boulders to the Wendell Parks and Rec, footing the entire bill for the excavation, exporting and unloading while saving the town thousands of dollars in landscaping fees.

This creative form of “recycling” showcased the team’s heart to support and care for their community in every way possible—including a little “rock and roll.”

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