Today’s master planned communities and multifamily dwellings are being reinvented. What’s trending are places that focus on lifestyle and amenities that encourage sharing: community vegetable gardens, parks, playgrounds, trails, rooftop lounges, coffee shops, restaurants, and other gathering spots. Standouts among myriad offerings are the winners of NAHB’s 2017 National Sales and Marketing Awards, with programs and campaigns that offer fresh approaches, new inspiration, clean design, and modern takes on traditional ideas.
The 2017 Community of the Year, Wallis Ranch, in Dublin, Calif., across the bay from San Francisco, used high-impact marketing with crisp, consistent collateral and a well-orchestrated Grand Opening celebration. This MPC focuses on tying the community to its surroundings, with a branding campaign that created buzz and brisk sales despite having few models open. The Mill at Broadway, in Sacramento, Calif., on the site of an old lumber mill, offered a new way to experience home models in its pared-down sales center that tips its hat to the site’s industrial heritage. And in Toronto and Aurora, Colo., both SQ2 and Southshore, respectively, are writing the playbook for how to leverage extant amenities, such as diverse urban neighborhoods and beautiful natural resources. The following selection from this year’s winners presents an array of ideas from which every marketer, regardless of the campaign type or geography or budget, can draw inspiration.