Community Marketing & Real Estate
The Landings Company: What’s our mission?
Literally, our mission per our bylaws reads, “The mission of the Company (Corporation) shall be to support the mission of the Shareholder (The Landings Association) by conducting a year- round national, regional, and local marketing program in support of the preservation and enhancement of property values at The Landings on Skidaway Island. This marketing program shall be financed by a self-sustaining brokerage operation that generates superior real estate sales and listings.”
Simply put, income derived from the sale of the listings we attain, purchases by the buyers we attract, and our rental operation fund a small staff and modest general and administrative expenses, with virtually 100% of the balance going to the aforementioned marketing effort. From 2014 to 2018 alone, the Company generated and spent more than $6m in marketing dollars to preserve and enhance our property values.
Why is this necessary? Savannah’s market, incoming corporate relocation activity, and “natural” inbound moves by retirees and others does not sustain the flow of buyers needed to maintain, much less enhance, our values. It never has.
This is why Branigar, the developer, followed by the Company, have spent millions of dollars in marketing over the years to bring buyers to The Landings who would not naturally choose Savannah or find The Landings.
Frankly, we have to be very creative and continue to drive efficiency with the average spend of $1.2m each of the last five years, as even $1.2m is a very low number to reach a national audience. Generally, we keep our focus on our most productive departure states for new residents (largely in the Northeast, Mid-Atlantic, Midwest, and Florida) to stretch our limited dollars, while many of our newer developer-managed competitive communities often can have a $3M+ budget.
Over the last five years, we’ve raised home sales from 214 at year end 2013 to 300 homes sold at year end 2018.
And, with our new marketing agency’s help, we’ve seen a 17% increase in new contacts by prospective buyers in the first two months of this year, with high Discovery Visit registrations following suit. Most importantly, this has been followed by the following charted performance:
Important to note is, although Months of Inventory has come down in the first two months of this year, our target needs to be under six months of inventory across all price ranges to see substantive price appreciation.
Finding the buyers to do so given your support by choosing to list your home for sale with The Landings Company and continuing to refer your friends and family to us that are interested in making The Landings their home helps us greatly as we strive to reach that important milestone…one from which we all benefit.
Let’s help others to Start Living in 2019!
Your Company, The Landings Company!
100% owned by The Landings Association yet 100% self-funded.
This article was originally published by The Landings Association on their website. Visit landings.org to read the original article. https://landings.org/news/2019/03/21/community-marketing-real-estate