|Re: marketing question||<– Date –> <– Thread –>|
|From: Elizabeth Stevenson (tamgoddesscomcast.net)|
|Date: Tue, 10 Feb 2004 11:15:52 -0700 (MST)|
FWIW, I say even the most "cohousing" of the ads is not "cohousing" enough. Drop the icky "upscale" pseudo-word (at nearly half a mil, I think just about everyone *gets* that it's pricey), and focus more on the benefits of community. I don't think a classified ad, no matter how targeted, will get the people you seek. I would go with more graphic ads in local publications that cater to your kind of crowd: theaters, food co-ops, lefty organizations, educational institutions, and of course, advertising with the national cohousing website, etc. We have some members we recruited from our local progressive Catholic Church as well-so don't forget religious organizations. Oh, and you actually *want* to scare away people who are afraid of the word "cohousing." -- Liz Stevenson Southside Park Cohousing Sacramento, California lilbert [at] comcast.net > From: Lon Goldstein <zebulon269 [at] yahoo.com> > Reply-To: zebulon269 [at] yahoo.com, Developing cohousing - collaborative > housing > communities <cohousing-l [at] cohousing.org> > Date: Tue, 10 Feb 2004 10:36:14 -0700 > To: cohousing-l [at] cohousing.org > Subject: [C-L]_ marketing question > > Hello fellow cohousers, > As one part of our marketing effort to sell our last two homes (they are > the largest and most expensive units as it happens) at Wild Sage > cohousing we are taking out classified ads in the real estate section of > the major Boulder and Denver newspapers. A difference of opinion has > arisen about how prominently to include the concept of cohousing in the > ad. > > Some feel that using the word "cohousing" too prominently in the ad > would scare away people who don't know what it is, and might immediately > assume it is some sort of commune and not for them. These folks want to > just spark peoples interest in the house, and then when they call, let > our wonderful folks at Wonderland talk to them and have the chance to > explain what cohousing is in a way that won't scare away people with > initial doubts. > > On the other hand, some people feel that if "cohousing" is sort of > hidden somewhere at the end of the ad, we'll miss those folks who might > specifically be interested in cohousing (or just community in general) > and would not necessarily be drawn by the fact that the home is a newly > constructed townhome with nice features. Also, there is a sense of "why > are we ashamed of the word cohousing?" And wouldn't emphasizing > community be a draw for the kind of people we want to attract? > > A lot of this revolves around just catching peoples attention in a > classified among many classifieds to get them to call in. And since > these are the larger more expensive homes, traditionally a little more > challenging to find buyers for, there is a sense of anxiety not to scare > any potentially interested folks away. (Not to worry, in any case no one > will move in before meeting the community and knowing what they are > getting into. We have taken heed of some communities experience with > that sticky mess!) > > I'll paste 3 options we are considering for the ad below. The first is > the original, with subtle cohousing placement, the second right up front > with our name and the word cohousing. The third is a compromise > focusing on community, but leaving the cohousing at the end, but still > including our web site address (with also contains the word cohousing). > > Any comments and insights, especially from those who have been thru a > similar marketing effort would be more than welcome! Thanks! > Lon Goldstein > Wild Sage Cohousing > www.wildsagecohousing.org > > #1 (original) > New Construction! > Upscale twnhm in Holiday Neighborhood. Superior finishes. 3 BR/2.5 bath > 2700sqft incl unfin daylight lower level + garage. Part of new cohousing > cmty. Starts @ $461K. 303.449.3232 x116 > > #2 (more community focus) > Comfort and Community! > Upscale twnhm at Wild Sage Cohousing in new Holiday Neighborhood. > Superior finishes. 3 BR/2.5 bath 2700sqft incl unfin daylight lower > level + garage. Starts @ $461K. www.wildsagecohousing.org 303.449.3232 > x116 > > #3 (compromise) > Comfort and Community! > Upscale twnhm in Holiday Neighborhood. Superior finishes. 3 BR/2.5 bath > 2700sqft incl unfin daylight lower level + garage. Part of new cohousing > cmty. Starts @ $461K. www.wildsagecohousing.org 303.449.3232 x116 > > > > > _______________________________________________ > Cohousing-L mailing list > Cohousing-L [at] cohousing.org Unsubscribe and other info: > http://www.cohousing.org/cohousing-L _______________________________________________ Cohousing-L mailing list Cohousing-L [at] cohousing.org Unsubscribe and other info: http://www.cohousing.org/cohousing-L
- marketing question Lon Goldstein, February 10 2004
Re: marketing question Sharon Villines, February 10 2004
- Re: marketing question Sharon Villines, February 10 2004
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