Kerrigan Ranch
In today's flourishing new-home building climate, stories of weekend-long lineups for phase openings are the norm. However, this boom applies mostly for the entry-level and first-time move-up market. When it comes to luxury new homes, only a truly remarkable product offering--combined with perfectly targeted marketing--can create that level of excitement and sustain interest over a long period of time.

And that is exactly what has happened at Kerrigan Ranch.

When Pulte Homes chose renowned Orange County-based agency Capstone Studios to handle the marketing and advertising for this new luxury equestrian master planned community in Yorba Linda, the goal they set was to sell three homes by December of this year. As of this month, a mere three months after the marketing program was initiated, all 20 of the homes in the first phase are sold out.

"We are so pleased with the sales for Kerrigan Ranch," said Karen Petrie of Pulte Homes. "This project has a tremendous amount going for it, but marketing all we had to offer was not without its challenges. Capstone brilliantly overcame them with a multi-media approach that pinpointed our target within the allocated budget. We are absolutely thrilled!"

Those challenges included designing the marketing presentation for Kerrigan Ranch without models to show prospects or even a sales office. Furthermore, the pre-set budget did not allow for an extensive print advertising campaign. "We pride ourselves on delivering unique, result-oriented solutions for our clients," said Jo-Anne Redwood, Principal and Creative Director of Capstone Studios. "For Kerrigan Ranch we employed some out-of-the-box thinking that took the client's budget constraints and turned them into a positive with a multi-media comprising a large part of our marketing efforts."

The first step in Kerrigan Ranch's marketing program was a tiered letter campaign, the first letter of which was written as a personal invitation to an exclusive online registration securing the prospect's place on the interest list. The response from the registration was then used in a bounce-back piece inviting potential buyers to a formal, sit-down preview dinner at the adjacent Black Gold Golf Club ó a dinner which generated over three times the anticipated response.

"The dinner was an integral piece of a very well-planned puzzle," said Jo-Anne Redwood. "It was a firsthand opportunity to see how the product was being received by the prospects and ensure that our marketing efforts are on target. By the response we got, and the sales that followed, I think itís safe to say that they are."

Founded in 1985, Capstone Studios, Inc., is a full-service marketing communications firm, globally renowned for award-winning corporate identity and strategic marketing communication programs. From logos such as Entertainment Tonight, Lost World and The Addams Family to integrated marketing solutions for Hyatt Casino & Resorts, Toshiba, TD Waterhouse and Universal Studios, Capstone's strategies have brought new awareness and yielded unprecedented results for Fortune 1,000 companies and beyond.

The recipient of over 300 awards including Belding, Clio, Key Art and Lulu's, Capstone opened its Orange County office in September of 2001 to better service clientele south of Los Angeles.

For more information on Capstone Studios, please call (949) 888-9911. www.capstonerem.com