Case Study
Alina
Coquitlam, BC
The Details
Project Name:
Alina
Developer:
Strand
Location:
West Coquitlam, Oakdale Neighbourhood
Product Type:
Highrise
Number of Homes:
246
Sale/Rental:
For Sale
Services Provided:
Advisory, Marketing, and Sales
The Challenge
In the competitive real estate landscape of West Coquitlam, with neighboring projects vying for attention, our challenge was to position Alina as a standout development despite being one of three projects in close proximity. Additionally, we needed to navigate the complexities of differentiating each tower while maintaining a cohesive brand identity to leverage positive momentum across the series.
The Approach
Our primary approach revolved around maintaining legal and marketing separation between the three towers while strategically positioning them as part of a series. This dual focus allowed for flexibility, risk mitigation, and efficiency in marketing assets, ensuring each tower capitalized on the success of its predecessors.
Strategy and Solutions
To support our approach, we collaborated closely with project stakeholders to design a cost-efficient yet highly desirable development tailored to the marketplace. This involved meticulous attention to detail in floor plans, amenity programming, and marketing positioning, ultimately giving Alina a significant competitive advantage.
The Insight
Through this project, we uncovered the power of strategic collaboration and the importance of maintaining a balance between differentiation and unity in branding. By carefully orchestrating each aspect of the development process, from design to marketing, we were able to harness the unique strengths of Alina while leveraging the collective momentum of the series.
The Journey
For Alina, our integrated services ensured success from inception to post-sale. Strategic advisory and market intelligence laid the foundation, followed by meticulous marketing efforts and seamless sales execution, culminating in exceptional results.
Step One
Advisory
- Market Intelligence
- Product Design
- Price Analysis
Our Advisory services for Alina provided strategic insights and guidance, ensuring its success amidst West Coquitlam's competitive real estate market.
Step Three
Sales
- Sales Strategy
- Sales Management
- Presentation Centre Management
- Sales Reporting
Our sales services for Alina encompassed comprehensive market and buyer profile analysis, strategic pricing strategies, effective sales team training, and personalized customer engagement for optimal sales results.
Deeply rooted in Vancouver for over four decades, Strand has developed dozens of award-winning communities, while delivering over 43,000 homes across North America. With a strong commitment to timeless design that complements a global sensibility, Strand brings knowledge and experience back to our home city, deepening their investment in the future of the region.
The Impact
The results of our efforts spoke volumes. At the time of the marketing and sales campaign for Alina, not only was it up against a competitive marketplace in West Coquitlam, but it competed with a wide geography including projects in Metrotown, Brentwood, and even Surrey City Centre. However, Alina not only met but exceeded its revenue targets, quickly surpassing its presale goals by selling over 85% of units within just 90 days.
Following the sales launch success, the Presentation Centre was shut down for a short period of time and refreshed for the release of the second tower named Komo, achieving unprecedented sales results in the marketplace, setting a new standard for absorptions and revenues.