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Category: Real Estate PR

Video of the Week: Faster Than Challenge

Video of the Week: Faster Than Challenge

January 8, 2016January 31, 2023 Cherith AndesBlog, Clairemont Client News, Real Estate PRdowntown Raleigh homes, faster than, faster than challenge, homes in Wendell, marketing video in Raleigh, PR video, PR video in Raleigh, promo video in Raleigh, wendell falls

We love a good challenge! Wendell Falls, a Clairemont client and new-home community in eastern Wake County, is conveniently located just 15 miles from downtown Raleigh.

But how close is 15 miles? Do you think you can get to Wendell Falls faster than you can get to Brier Creek? How about Apex?

The team from Wendell Falls and Clairemont embarked on its first #FasterThan challenge to set the record straight.

Check out the race to see the results!

Wendell Falls Faster Than Challenge

Wendell Falls Faster Than Challenge Video

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What Does A PR Agency Do? Wendell Falls Grand Opening

What Does A PR Agency Do? Wendell Falls Grand Opening

December 21, 2015January 31, 2023 Jasmin SessomsBlog, Case Studies, Real Estate PRaward winning PR, Green, New Home Community, Newland Communities, Raleigh PR Agency, real estate PR, wendell falls

Ponies and rickshaws and bluegrass, oh my! On May 16, 2015, Wendell Falls, a new-home community in Wendell, N.C., hosted its grand opening celebration, a southern-style affair featuring homebuilder models, bands, food, family activities and the unveiling of the all-new Grounds Café. Wendell Falls turned to Clairemont to raise awareness about the grand opening activities and reach the target homebuyer demographic through a series of coordinated pitches and creative invitations.

The Pitch

As part of the outreach, Clairemont connected with a variety of regional and local media outlets through targeted pitches to pique the interest of contacts, garner coverage and secure onsite visits to Wendell Falls. Clairemont brainstormed “out-of-the-box” angles beyond home construction, highlighting green features, holistic lifestyle options, parks and trails, family oriented amenities and the onsite Grounds Café—the city’s only coffee shop.

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Screen Shot 2015-12-21 at 10.47.54 AM

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Execution

– Coordinated Pitches: Media outlets received personalized pitches showcasing unexpected elements of Wendell Falls. For example, Clairemont worked with the daily newspaper’s features columnist to spotlight the custom-designed Asheville Playgrounds structure at Wendell Falls. The local city paper featured the community’s historic tobacco barn quilt while the home magazines received stories about Wendell Falls’ new ecoSelect green building program.

– Blogger Outreach: Clairemont sent VIP invitations to key bloggers and local media to attend a behind-the-scenes tour of the new home community in addition to grand opening. For example, mom bloggers received details highlighting the family friendly amenities and activities at the grand opening. Food bloggers were invited to taste the local coffee and DIY grilled-cheese bar at Grounds Café while beer experts were offered tidbits about the café’s craft brews.

– Media Materials: In addition to a news release, Clairemont provided a “pre-grand opening” prep kit for reporters that included sample tweets, feature photos and hashtags to share. Media guests who attended grand opening left with a “Taste of Wendell” media kit that included pool passes, gift cards to Grounds Café, information about Wendell Falls for future stories and an assortment of local Wendell goods.

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Screen Shot 2015-12-21 at 11.24.28 AMThe Results

The team secured coverage in several major media outlets, including stories in the Wake County and Eastern Wake News sections of the News & Observer, a front page story in the Sunday edition of the News & Observer, an article in New Homes & Ideas, double coverage in the WRAL What’s On Tap section and two segments on WNCN-TV.

Clairemont also secured articles with prominent lifestyle, parenting, food and beer bloggers, including Durham Foodie, Carolina Parent, The B Keeps Us Honest, NC Beer Guys and Triangle Food Guy. Additionally, we hosted representatives of WRAL, the News & Observer and the Triangle Business Journal onsite before and during the grand opening.

Want to learn more about Clairemont’s work in the real estate industry? Read our posts about real estate PR.

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The Value of A PR Agency: Connection

The Value of A PR Agency: Connection

September 3, 2015January 31, 2023 Cherith AndesBlog, Real Estate PR, Restaurant PR + Hospitality PRdinner parties, event planning, grand opening events, grand re-opening PR, hospitality PR, hotel PR, Raleigh PR Agency, real estate PR, Restaurant PR

At Clairemont, we always maintain a bird’s-eye view of our clients’ trajectories (while of course keeping the details running smoothly). One of the added values of working with a PR agency lies in our ability to connect the dots, often in fun and unexpected ways.

Recently, Clairemont had the opportunity to do just that! While closed for renovations, Il Palio, the premiere Italian restaurant at The Siena Hotel and a Clairemont client, began looking for methods to build its client base while previewing its new menu. Meanwhile, Briar Chapel, one of the largest green communities in the Triangle (and—you guessed it—another Clairemont client) wasIl Palio Briar Chapel Menu seeking an avenue to showcase the distinctive culture of Chapel Hill to prospective home buyers. It didn’t take long for us to realize that we had a match made in heaven. We carefully crafted a customized event to maximize resources and meet both clients’ needs.

Clairemont arranged for Briar Chapel to host a VIP dinner for its top prospects, featuring Chef Teddy Diggs, executive chef at Il Palio. Not only did the dinner provide an opportunity for Briar Chapel home buyers to experience the community and chat with realtors, the dinner soiree also allowed Il Palio to showcase its newly designed dishes to one of its target demographics.

Briar Chapel Il Palio Dinner Party 2As the subtle aroma of grilled peaches wafted across the dinner party on the Briar Chapel Clubhouse deck, we saw magic happen. Social media became a flurry of mutual mentions and vibrant conversation from realtors, clients and guests alike. Photos peppered the internet featuring Briar Chapel’s lush backdrop and Chef Teddy’s elegant cooking. The sweet memories forged over good food and genuine laughter arguably carry more sway than any glossy marketing brochure.

At Clairemont, our innate ability to forge creative connections is a trademark of our client service. We love to play matchmaker, and we live to find the special key that transforms our clients’ campaigns from interesting to lasting.

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Marketing Real Estate to Millennials

Marketing Real Estate to Millennials

August 18, 2015January 31, 2023 Cherith AndesBlog, Marketing, Public Relations, Real Estate PRapartment marketing, apartment PR, apartment public relations, development pr, lease pr, Raleigh PR, real estate PR, real estate public relations1 Comment on Marketing Real Estate to Millennials

The trends of the lease-up landscape have shifted to “empty-nesters”—and not just baby boomers looking to downsize. Millennials, those born between 1980 and 2000, have staked a claim in the market demand for apartments. In response, lease-up offerings have shifted over the past 10 years to accommodate the preferences of these diverse “digital natives.”

Courtesy of Lincoln Apartments
Courtesy of Lincoln Apartments

1. It’s the finer things of life. According to Brian Toomey, director of acquisitions, Banner Property Management, members of the millennial generation grew up amidst the custom finishes, top shelf materials and private luxury bathrooms of their parents’ suburban homes. And although they still crave these high-end touches, millennials can’t afford the high-end price tags, turning instead to apartment rentals. Hence, lease-up developers must design units that feature quality finishes and incorporate leading design trends. Farewell, linoleum.

2. It’s all about the lifestyle, too. Millennials love life and love to live life. They loathe to waste time commuting to a job or—worse—tending to yard work, moments that could otherwise be invested in experiences and relationships. In response, the demand has skyrocketed for apartments located within a short drive, bus ride or bike ride to major employment hubs. Forty-five minute commutes are a relic. Farewell, drive time.

3. And it’s all about commitment—or the lack thereof. Millennials experienced firsthand the real estate market upheavals that wreaked havoc on their parents’ financial standings. As young professionals, members of this generation are more apt to rent their first living spaces right out of college than to scrap and save for a home. Farewell, mortgages.

What does this mean for marketing and PR in the real estate industry?

1. Feature the features. It’s a given that marketing communication strategies for apartments should highlight the amenities. More attention, however, should be invested in showcasing the distinctive design elements of a unit. Craft creative tactics to spotlight custom finishes and quality lifestyle offerings that welcome the millennial buyer as a VIP guest in an upscale apartment.

@FirstLadyLincoln
@FirstLadyLincoln

2. Go the distance to show the distance. Create clever ways to emphasize the accessible commute to nearby employment and lifestyle options. The Lincoln Apartments, one of Raleigh’s newest upscale complexes (and a Clairemont client), is grand opening its luxury development this fall in the heart of downtown Raleigh. Through a creative Instagram account dubbed “The First Lady of Lincoln,” Lincoln and Clairemont staff are showcasing the “Lincoln Lifestyle.” These first-hand snapshots capture downtown Raleigh’s trendy restaurants, festivals, entertainment venues and cultural hotspots–all a short walk or bike ride from the Lincoln’s front door.

(PS: Give it a gander! Check out the “Lincoln Lifestyle” and downtown Raleigh on Instagram at @FirstLadyLincoln!)

3. Live life with them. This tip is beget from years of research + experience + aw, heck, I’m a millennial (sort of). Millennials shudder at overt marketing messages. Since we’re busy digging through paperwork to ensure we haven’t been hoodwinked by legalese, transparency becomes a legitimate PR strategy. Be genuine. Showcase the warm, accessible side of your company—from the quirks of your personable staff to the fun at your company’s parties. Transparency goes a long way to forge trust with the millennial generation as it chooses its first home after graduation.

What tips would you add to this list?

 

 

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What Does Your Neighborhood Say About You?

What Does Your Neighborhood Say About You?

August 5, 2015January 31, 2023 Tracy LathanBlog, In Our Community, Real Estate PRapartment PR, apartments raleigh, best neighborhoods, downtown Raleigh, Raleigh PR, real estate PR

One of the many benefits of living in the Triangle is the multitude of options when it comes to neighborhoods and places to live. Whether you are seeking the right community for your growing family, single and looking for your first place or find yourself with an empty nest looking to downsize, there is a place for everyone. We also know there are a lot of factors that come into play when making a home-buying decision, including location, price, amenities, etc. But how important is the “personality” of the neighborhood and the type of buyer it attracts?

A recent article in the Triangle Business Journal called my attention to a blog post on Movoto titled Where to Live in Raleigh For Every Personality Type. After first reading this, I agreed it could be considered stereotypical, but I believe that there are some important takeaways.

As a long-time Five Points resident, I agree that my beloved neighborhood definitely has a “people-person personality.” Although you get much less house for your money than you would farther out, the eclectic feel, urban convenience and sense of community have kept me here for nearly 15 years.

The article also references the “trendy souls” and the “party animals” that are looking for options in downtown Raleigh. There is no doubt downtown Raleigh residential real estate is booming. One of our clients, The Lincoln Apartments, is preparing for its grand opening in just a few short weeks and, not surprisingly, the target demographic is hip, young professionals in their 20s and 30s who want to be able to walk to work, shops and restaurants.

It makes sense that people want to live in a community with others who are at a similar place in life and who share like interests. They want to be able to connect with and relate to their neighbors. And while we certainly don’t want to stereotype these communities, it can be helpful for those who are new to the area as they figure out the best fit.

Check out the Movoto article referenced above. Do you agree with these descriptions? Did they get the neighborhood’s personality type right?

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