Getting a steady stream of residents to fill spaces in a Lifeplan community is a constant challenge every community faces. Getting residents to commit to a community that doesn’t currently exist … well that’s a task even Sisyphus would consider tough. But that’s exactly the challenge the future California community Livelle was staring down.
Livelle had a strong list of priority depositors for their Lifeplan community that would become fully operational in five years; however, in the meantime, they wanted further commitments from their list of potential residents. Specifically, they wanted to convert those priority depositors into ten-percent-down depositors. So what did they do? Well, they didn’t panic and they didn’t rush into things. No, Livelle made the wise choice. They worked with Plan B.
Over the past year, Livelle and Plan B have worked tirelessly to solidify a brand position. We developed a name, look, feel and even tagline (Created by Nature, Elevated by Luxury) to differentiate them in the crowded California market. Once established, we pushed marketing materials to high-quality leads that would result in strong follow-through. Priority depositor events, web pages, direct mailers, and even fence wraps were methods to make Livelle a household name and fill out that list of priority depositors.
So logically, Plan B didn’t throw the branding out with the bathwater when trying to convert our priority depositors. Our creative team took the brand look and feel we had cultivated for the past year and packaged it into a tactile and visceral experience which we handed out at Livelle’s first floor plan reveal event.
Business Cards, floor plans, price sheets and a welcome letter, packaged in an elegant folder with pockets carved in the shape of the mountains surrounding Calabasas. This was not a simple handout, but a personalized invitation to join the newest community in California.
And our depositors responded. Over 10% of the attendees of the floor plan reveal event converted into ten-percent-down depositors within the first week. And the priority depositor list grew by another 12%, building the brand name and further solidifying Livelle’s position in the California Lifeplan market.
The Livelle journey is just beginning. And we are excited to be along for the ride.
