HUDSON’S LOFT

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About this project

For the Hudson’s Development, PPM combined a new product type with a creative offering which resulted in a record breaking sales event.
CHALLENGE
The Abbotsford new construction market was suffering from typical product and nondescript marketing. As a result, the area’s sales absorption averaged one unit per month. Neighbouring buildings were taking multiple years to sell, and the area’s investor and first time buyers showed little interest or urgency.

SOLUTION
PPM redesigned the product into a smaller footprint with increased utility, featuring sliding-wall systems, loft product and private roof decks. PPM utilized onsite moving signage, traveling-signage and correlating print advertising to present the development into three separate buyers-categories.
RESULT
PPM recaptured local investor and first time buyer interest, and sold out the building during a one-day sales event, achieved higher than market pricing while improving the developer’s Pro Forma.
MARKETING COMPONENTS
Moving signage created a local media interest. The product style and mix was new for the city, and generated considerable word of mouth and media coverage. Corresponding broker campaigns, radio and print campaigns were supported by a digital campaign.

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