DEVELOPMENT APPROACH
PRODUCT DESIGN AND CREATION
01 The early stages of a project start with product design and creation which become the framework and foundation for the next steps in bringing a vision to market.
BRAND STRATEGY
02 The brand vision plays a key role in how the project is received in the public domain SPECIALIZED POSITIONING
03 Every project requires a unique positioning in the marketplace to ensure it stands out amongst its competitors
RELEASE MANAGEMENT
04 Understanding current demand and knowing when to create demand is an art An extensive network of sales partners, broker and influencers allow for maximum exposure to the right individuals
BESPOKE DISPOSITION APPROACH
05 No two projects are the same and as such, no two sales strategies should be the same. A bespoke approach is taken to disposition process in order to ensure that the experience reflects the product vision
PURCHASER EXPERIENCE
06 The purchasers are essential in the process and the experience should be enjoyable and carefree for both them and you. A customized purchaser experience process makes this possible as new homeowners move through the buying process
Simply put, REALM is a membership of the most accomplished real estate professionals ever assembled As a Founding Member of this elite organization our group has unique access to luxury market trends and insights beyond our local market With Ottawa being home to the Nations Capital, a domestic and international eye is common place for our unique real estate market
With a membership group of just over 600, by-invitationonly brokers and affiliated with over 100 brands in 11 different countries, this group of brokers represents the most elite group of buyers in the world
Our development projects are positioned to this membership group and the clients they represent for targeted and curated promotion in a global setting along side our local promotion of our projects
R
STUDY NO. 01 | ARTHAUS CONDOMINIUMS
DEVMCGILL | 88 HOMES | COMPLETED
The vision around this project was centred on the one of a kind synergy that was created by the private residences situated atop the city’s first Le Germain Hotel, next to the greatly expanded Ottawa Art Gallery along with a new theatre programmed by the University of Ottawa.
CHALLENGE
01 Launching the project in a down market cycle
02 Create a Product/Brand that stands out amongst the crowd
APPROACH
The Brand Creation started long before launch date with a strong yet elegant design focused not on luxury but instead on elegance, quality and lifestyle Our team worked tirelessly with the consultants to create floor plans, design finishes and building layouts that met the unique requirements of buyers in the marketplace, but also allowed for some customization if buyer needs or market conditions shifted
RESULTS
A brand following which produced over 1,500 registrants prior to sales launch
An opening day price list averaging $550 per square foot with an average of $120 per square foot price increase throughout the sales process
75% of Unit sales within the first 3 months following sales opening
Penthouse offering program that was viewed as one of the city’s top luxury offerings at the time
Extensive media and PR following of the project and its offerings with interest from many city elites and socialites
Organic placement as opposed to self proclaimed placements as a Ottawa luxury offering
Successful marketing results in Montreal and Toronto
R E S I D E
STUDY NO. 02 | JAMES HOUSE CONDOMINIUMS
URBAN CAPITAL | 127 HOMES | UNDER CONSTRUCTION
Having owned this site for many years this project, as described by the developer, is the final chapter in over a decade of their redevelopment in the area. The location being high profile amongst the local community was seen to be the last and most comprehensive of offerings in their series of offerings over the years. It was also the only one to not offer a continuing phase after the completion.
CHALLENGE
01 First Significant Downtown Launch in Ottawa during COVID
02 An entirely new real estate sales market
03 A challenging sales administration environment as lockdowns and new process took effect
APPROACH
The brand identity for James House was quickly and unanimously decided. With the project taking root in what was the beloved James Street Pub (James Street Feed Company), the name was a fitting homage to the past. The brand, while bearing its own identity still kept ties to Urban Capital's corporate brand providing somewhat of a stamp of approval from a trusted brand in the area.
RESULTS
Our team worked closely alongside the project team to develop and finalize the building floor plans, amenity offerings and marketing strategy.
We took the time to re-evaluate the pricing and because of the smart decisions that we were able to implement for the project during the design phase, we had the ability to increase pricing about 12% higher than initial pricing objectives.
March 31, 2021, James House Condos launched to the public.
Our team effectively managed the sales process implementing the use of our proprietary sales application making the sales documentation, signing and administrative process of a busy launch a seamless process.
STUDY NO. 03 | 1451 WELLINGTON
MIZRAHI DEVELOPMENTS| 93 HOMES | UNDER CONSTRUCTION
A boutique 12 storey luxury building located in one of Ottawa’s most iconic intersections at the corner of Island Park Drive and Wellington Street West in highly desirable Westboro. Each suite is custom designed and built to feel like a traditional home, equally grand and established in its own way. Brought to you by Canada’s only Tarion registered builder with ISO 9001 certification.
CHALLENGE
01 Little Brand flexibility 02 High Price Point 03 Unknown Developer
APPROACH
A direct and repetitive marketing campaign was used in order to deliver the brand message to our pre determined target market. The use of full page print ads, organic editorial, magazine placements and event driven marketing contributed to the branding approach
A distinct focus on the product quality and materials used was used to showcase and establish the builder credibility with lots of focus on the development team and quality brands and construction practices being used
A limited release strategy was employed to tightly manage inventory and allow for the progressive increasing of pricing
RESULTS
Our team worked closely alongside the project team to develop and finalize the building floor plans, amenity offerings and marketing strategy.
We took the time to re-evaluate the pricing and because of the smart decisions that we were able to implement for the project during the design phase, we had the ability to increase pricing about 12% higher than initial pricing objectives.
March 31, 2021, James House Condos launched to the public
Our team effectively managed the sales process implementing the use of our proprietary sales application making the sales documentation, signing and administrative process of a busy launch a seamless process
12 YEARS IN NEW DEVELOPMENT
$746M
VALUE OF NEW DEVELOPMENT PROJECTS REPRESENTED
15
NUMBER OF NEW DEVELOPMENT PROJECTS REPRESENTED
988
NUMBER OF NEW DEVELOPMENT UNITS REPRESENTED
11 COUNTRIES REACHED IN OUR ALLIANCE WITH REALM GLOBAL B Y T H E
"Connection
is everything in a development program. This is why every project that we approach deserves a well thought out program which intimately connects the consumer with the product in some way. It is this connection that creates the lasting impression."
Derek Nzeribe
