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Islands of Beaufort

Beaufort, South Carolina

Name of Project:

Islands of Beaufort

Community details:

Total acres 110, total units 199

Homesites from: $100,000 – $650,000

Community highlights:

Miles of marsh & water frontage

Community dock

Belle Grove Clubhouse

Pools, tennis & fitness

Destination:
Beaufort, South Carolina
Overview
Islands of Beaufort is a marsh-front community situated directly alongside the picturesque Battery Creek in Beaufort, South Carolina. This private community boasts the charms of traditional Lowcountry architecture and dedication to preserving the natural beauty of the area, creating a tranquil, park-like setting all ages can enjoy.
The Challenges
Islands of Beaufort needed a revamped and unified strategy after falling short of initial sales expectations. Only 20% of lots had been sold by the time of Catalyst’s involvement in 2001, and the vast majority of those sales had been through connections of the developer, closing at significantly discounted values. The project had an appealing location and the home products boasted quality construction, but the sales and marketing efforts weren’t even slightly effective at getting the development off the ground.
Enter Catalyst
Islands of Beaufort had significant infrastructure in place, but Catalyst customized an entirely new sales and marketing program for the development. The community was rebranded, potential customers were researched and profiled, available inventory was evaluated, and the pricing challenges that were stalling sales were identified and addressed. The sales and marketing programs were completely restructured, creating a unified strategy and a national marketing campaign to increase and accelerate sales. Club functions were added to serve marketing goals, and a builder program was added as Catalyst recognized that many out-of-state customers were looking for a complete, turnkey package and a homesite/home purchase had more appeal. Instead of targeting investment buyers, Catalyst steered its marketing and sales efforts toward end users, bringing the human capital required to give a neighborhood life and a sense of community.
Results

Catalyst’s strategic business plan drove traffic to the community, and the newly trained sales staff was able to capitalize on these opportunities. Over the course of 24 months, both interior and marsh-front homesite sales increased by 100%. Catalyst achieved a one-year sales volume increase of more than $25 million, and over the life of the project yielded the developer an additional $36 million in accelerated sales prior to a complete project sellout in 2005.

“Catalyst was brought in after the Dotcom crash. They rebranded the community, refocused the marketing, and restructured our sales. They really understand this business. I have nothing but good things to say, and would recommend them to anyone.”

-Bill Amick, Islands of Beaufort

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