Making Connections: 2020 Nationals Winners Offer Sales and Marketing Inspiration
February 5th, 2020
Making Connections: 2020 Nationals Winners Offer Sales and Marketing Inspiration
Original article by Camilla McLaughlin for ProBuilder >
Best Website, Best Realtor Program, Best Community Amenity, Marketing Professional of the Year
Arden, a master planned development by Freehold Communities, benefited from (and earned Nationals recognition for) the company’s Vital Communities Core principles, which guide the creation of community identity, amenities design, and the overall aesthetics of the homes—a program spearheaded by Suzanne Maddalon, Freehold’s VP of marketing and the Marketing Director of the Year recipient.
Arguably her most influential creation is the agrihood that serves as Arden’s central amenity. Not only does it invite resident engagement, but it also enhances the sense of a lifestyle that promotes healthy living—another value important to Maddalon. In fact, Arden is South Florida’s first agrihood, and it immediately ensured a unique identity for this new community. “When we introduced the ‘Welcome to the Agrihood’ campaign, it totally changed everything in terms of traffic and sales,” she says. “People were so interested in the activity created by the agrihood.”
In concert, Arden’s winning website show-cases lifestyle and amenities that include 20 miles of trails, a mile-long centerpiece lake, and the 5-acre organic farm. The landing page features an image of a happy young boy reaping the rewards of a recent farm harvest, and the page devoted to the agrihood received 100% more page views than any other.
“The website really sets the stage for our story, and we continually update it with new information to show what’s going on in the community,” Maddalon says.
Arden’s Realtor program also earned kudos. Marketing director Susan Moguel designed a series of on-site lunch-and-learn events called “Arden 101,” offering exclusive information from each builder and Freehold about the community, amenities, product lines, sales incentives, and lifestyle.
After completing Arden 101, Realtors are considered an official expert and receive a custom USB with digital marketing materials and photos. More than 250 agents have graduated from the program, increasing Realtor participation from 50% to 55% in just one year.
Finally, the Lakehouse, Arden’s two-story clubhouse, received the Best Community Amenity Award. The design and amenities are comparable to a first-rate resort, with pools on two levels and a dramatic waterfall linking the two, a casual café with free Wi-Fi providing a place for residents to connect, and private cabanas bordering the tranquil upper-level pool and spa, among a host of other features.