United Dominion Realty, Inc.: Lumiere Chandler Condos

UDR, Inc., is a leading multi-family real estate investment trust with more than 30 years of experience. With developments nationwide, including those in California, Oregon, Maryland, Florida, Arizona, and Colorado, UDR's portfolio represents over $100 million in real estate opportunities. Spark is an integral partner, creating advertising and marketing initiatives for a wide range of development projects.

Strategy:

Lumiere Chandler Condos is a conversion project conveniently located near Interstate 10 and Ray Road in the affluent community of Chandler, Arizona. Its close proximity to downtown Phoenix, Tempe, and Scottsdale presents a wide range of shopping, entertainment, and dining choices virtually right next door. The 320-unit development offers two pools; a fully-equipped, on-site fitness center; and a lavish clubhouse. Lumiere provides a vibrant yet peaceful environment, offering the value of homeownership in a premier location.

Spark was retained to create a new brand identity for the property as it transitioned from apartments to condominiums. The identity system included the property name, colors, and logo. Further, Spark developed a multi-faceted marketing campaign leveraging advertising, public and media relations, special events, and stakeholder communication.

The goal of the marketing campaign was to announce the property to, and establish it as a desirable purchase by, young adults both single and married, older adults entering a new phase in their lives, and investors.

Implementation:

The Spark team conducted research in development of the brand name and identity system. Upon approval of the new mark and name, sales collateral, print and broadcast advertising, and on-site signage were produced. In tandem with the mass advertising campaign, targeted direct mail was sent to key prospective buyers and brokers. A grand opening event was developed that enlisted the participation of nearby restaurants and retailers. Cross-marketing proved beneficial to the property and businesses hoping to attract new residents as customers. The event, appropriately titled "Lumiere or No Deal," mimicked the popular television game show. Arizona State University dancers assisted with the event, acting as models to present a variety of prizes to the event attendees.

Measurable Results:

The property's parent company, United Dominion Realty, was extremely satisfied with the results, exclaiming that no other project had been managed as smoothly and successfully as those for the Lumiere property. Using Spark's marketing strategies, over 520 leads have been secured so far, resulting in 23 sales and six pending sales. In an environment where condo conversions currently flood the market, the Lumiere property has found success among its competitors.