Velocity: Real Estate Development
Vision Planning, Brand Architecture, Interior Design, Marketing Materials, Website & Event Planning.
Those were the first words read by the first potential buyers of a new condominium project in Hoboken, New Jersey. Why? Because on this project for Remi Companies, a quickly growing real estate development company in the Garden State, we had inherited a building that had to adhere to community architectural standards, which meant that this large, 128-unit behemoth looked like an anachronistic aberration in the new construction world. And the name, Velocity had also already been chosen by the developer.
In response to these parameters, our marketing minds invented a mythology revolving around a fictional Dutch architect named Joost van der Rohr who, on a cold December, feverishly took to his drafting table and, in a fit of inspiration, drew the plans for a utopian society he would come to call Velocitus. Centuries later, his American descendants decided to build their great-great-great grandfather's dreams, where else but in New Jersey. They would search far and wide for more of Joost's heirs to inhabit the project. A poster was then sent to prospective buyers asking them if they were part of the family, followed by a "telegram" two weeks later making them aware that they were, and inviting them to the groundbreaking of the development. The experience continued online via the project website and a motion graphic piece within it.
As a result of our tale, target customers didn't feel pressured to buy real estate, or maximize cost per square foot. Instead, they felt they belonged, and were ready to purchase a home before even visiting in person.
