Our Marketing Agency’s Web Designs Help Governement Agencies Boost Visibility and Spread Messaging

Client: Glassbury Court at Cold Spring

Wilder Balter Partners, Cold Spring, NY

Wilder Balter Partners, a prominent Westchester County, NY based residential developer, reached out to AJ Ross for help jumpstarting sales at its luxury 55 years and older condominium community Glassbury Court at Cold Spring in Putnam County NY. They were specifically looking to create a buzz around the community that while previously successful, had suffered through slow sales during the national economic recession.

A Newly Designed Website

We devised a comprehensive campaign centered around the opening of the remaining 45 units in Phase 2 of the 90-unit development. A newly designed website served as the anchor of the initiative. The existing site was very confusing and failed to provide enough marketing material to entice homebuyers. The new website features rotating photos of the community, including the exterior and interior of the homes and the property’s numerous amenities. The website also provides key demographic information, including points of interest in the area, as well as the latest news on the property and the builder of the development. As units sold, we updated the website to feature current availability.

An Expansive Public Relations and Advertising Campaign

A key facet of this project involved media outreach. We wrote press releases and blogs on news involving Glassbury Court, as well as penned advertorials with stunning professional photography that ran in key publications read by the development’s older target audience, such as the area’s daily newspaper The Journal News. A large print advertisement ran adjacent to the advertorial copy. These highly-sought after advertorials were secured with newspapers based on AJ Ross’ longstanding relationships with the editorial and advertising departments of these publications. We also designed additional print advertisements for placement in the Journal News, WestchesterLiving, and Chronogram.

Marketing Collateral that Coordinated with the New Website

Cohesive branding was crucial. Working from the new website design, our team produced post cards, banners that were placed outside of the development, a billboard, enhanced social media, and additional updated video for the project’s website that was also published on YouTube.

Result

The web re-design and marketing and public relations campaigns were highly successful and have resulted in the virtual sell-out of the project. Taking a conservative approach, as sales increased, we ratcheted down the client’s advertising and marketing budget and switched from placing more expensive advertisements with print daily and trade publications to their respective websites, which lowered costs. Through the online marketing our agency was able to engage in retargeting website, which kept buyer interest at high levels.

“Over the past several years, I have worked with AJ Ross on many projects, from marketing my developments, to doing PR for our company. My experience working with AJ Ross and their team has been nothing but first-class. The agency has the ability to think outside the box and produce top quality work in a timely and expert manner, and more importantly, one that brings results. Of all the marketing and PR firms I have worked with on real estate projects, AJ Ross is second to none.”
                               -Bill Balter, President Wilder-Balter Companies, Inc.

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