BLUE MEADOW | CAPE ELIZABETH
Blue Meadows Strategic Relaunch
Target Start: March 1
Five-Week Planning + Brand Reset
Target Relaunch: April 10–18
Our Objective
Reset perception. Reintroduce the project with clarity, logic, and confidence.
We recommend a focused 4-6 week planning and branding phase, followed by a coordinated public relaunch event.
PHASE 1: Discovery + Positioning (Week 1)
Full project audit (branding, MLS, pricing history, buyer behavior analysis)
First-pass pricing draft
Target buyer definition
Messaging architecture (intentional living, efficiency, ease)
Review lot-by-lot features and floor plan adjustments
Outcome: Clear positioning statement + pricing direction
PHASE 2: Brand + Visual Strategy (Weeks 2-3)
Refined project identity (name, tone, visual direction)
Rendering strategy (realistic lifestyle-forward visuals)
Floor plan storytelling improvements
Website structure outline aligned to buyer behavior
Outcome: Approved brand direction + pricing range alignment
Blue Meadows Strategic Relaunch
PHASE 3: Asset Creation (Weeks 3-5)
New photography
Updated renderings
New photography + showroom documentation
MLS rewrite
Website redesign execution
Broker-facing materials
Customization expectation framework
Outcome: Complete relaunch package ready for activation
PHASE 4: Relaunch Preparation (Week 5)
Quiet reset of listings
Direct broker outreach (targeted, relationshipbased connections)
Lender communication coordination
Relaunch event planning
Social and direct mail rollout scheduling
Pricing finalized
Outcome: Controlled, confident relaunch into the spring cycle
RE-LAUNCH
April 16 Broker Event, April 18-19 Public Opening Weekend th Events to be sponsored by strategic partners
Pricing Engagement
Pricing will be approached strategically rather than reactively.
2026 Sales Projection (Preliminary Framework)
Conservative Case:
6–8 units absorbed in 2026 following reset and spring momentum.
Optimized Case:
8–10 units absorbed if pricing aligns cleanly and early units create visible traction.
* Currently marketed properties
PROJECTED TIMELINE
Projected Timeline
March 1
March
Listing Paperwork
Complete and sign all listing documents
Branding + Market Prep
Deep dive in to existing floor plans, finishes, pricing and branding. Refine strategy throughout. 4-5 weeks. Review HOA Docs and prep construction contract.
Summer
April 6-10
April 16
Final Preparation + Packaging
Ensure HOA documents are set and finalize construction contract
Launch Day
Host sponsored broker event re-launching the project into the Cape market
April - May
Market Build Packages
Continue buyer engagement via refined market presentation, open houses and local marketing efforts. 1-2 contracts/reservations per month being the goal for continued progress.
July
April 18-19
Reservations + Contracts
Following the launch our goal would be to have 2-4 contracts by the end of May
Public Launch
Open House Weekend - Sat/Sun. Sponsored with at least one unit as finished as possible + showroom ready
End of 2026
First Occupancy
First closing to occur in late July or August.
Successful Year 1
By end of 2026 we hope to have closed on 6-8 units with more under reservation.
Late 2027/Early 2028
Sell Out
Project completion!
Investment Structure + Items Needed
Investment Structure
As discussed:
5% commission (base price only)
Brand development fee: $4,000–$6,000
Marketing costs handled collaboratively and approved in advance
Event sponsorship opportunities explored to offset cost
We will outline specific creative production estimates once scope is finalized.
Immediate Items Needed
To hit a March 1 start, we will need:
Full feature matrix per lot
Confirmed pricing flexibility parameters
Clarification on public offering statement requirements
Budget approval for branding, renderings and photography
Attorney coordination timeline for contract structure
Delays in these areas will impact the April relaunch target.
What You Can Expect From McFarlane Field:
Clear leadership
Pricing discipline
Honest feedback
Buyer-behavior expertise specific to Cape
Narrative control
Weekly/bi-weekly progress check-ins
A fun and collaborative work environment
The Strategic Philosophy
Our strategy isn’t about undoing what’s been done, but about building on it with greater clarity and precision. We believe a thoughtful reset allows us to refine the comparison set, gently reframe buyer expectations, and reintroduce the project at a pricing entry point that rebuilds momentum From there, demand can support future appreciation. Cape Elizabeth buyers respond best to logic, transparency, and confidence and this approach aligns with how they make decisions
AN ELEVATED LEVEL OF BROKERAGE.