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CASE STUDIES: Sales & Marketing

Four Seasons Toronto

TOTAL SALES VOLUME
$ 644 Million

The Project

With one of Toronto’s most coveted addresses, the Four Seasons Private Residences Toronto offered everything a buyer would expect from a five-star international brand: two architecturally-significant towers, panoramic city views from every suite, best-in-class interior design and finishes, and world-class service and amenities such as valets, doormen, concierge and an on-site 30,000 square foot spa, pool and gym facility.

With a trusted brand, premier product and a strong Toronto condo market, the developer expected demand for the 204 residences to be strong when they launched their own marketing and sales campaign in 2007.

The Challenge

After six months, the developer’s marketing and sales program had generated hundreds of appointments, but only a handful of conditional sales. Blueprint Global Marketing and Sotheby’s International Realty Canada (Dundee 360’s real estate sales and project marketing arms) were brought in to review the overall strategy. While the sales-to-inventory ratio for downtown Toronto condos was high at the time, competing developments were rapidly coming onto the market. It was essential for the Four Seasons' program to gain traction quickly, otherwise its share of market would be lost.

The Approach

Blueprint Global Marketing reviewed every aspect of the Four Seasons Private Residences Toronto’s product, pricing, sales and marketing strategy. Based on the team’s market and marketability insight, significant changes were made to the product offering, including the floor plans and unit mix. The marketing program was expanded to reach more qualified clientele locally and internationally through advertising opportunities unique to the Sotheby’s International Realty network. This included online presence on sothebysrealty.ca, sothebysrealty.com, and through exclusive digital partners such as JamesList.com, NYTimes.com, Global.NYTimes.com/iht, WallStreetJournal.com and Propgoluxury.com.

The overall sales strategy was kept flexible, and Sotheby’s International Realty Canada’s sales network in Toronto was activated to engage the city’s most qualified real estate agents and end-user clientele through direct outreach, email campaigns and event marketing. Outreach was also made to select Sotheby’s International Realty affiliates abroad.