Developed and implemented the sales and marketing program for a brand new 3,200-acre mixed use master planned community selling 1,500 homes. Northwest Landing Mixed Use Master Planned Community, Weyerhaeuser Real Estate Company.
From start-up, developed a residential sales and marketing program including strategic marketing plans/budgets. During development, it was known as one of the most successful communities in WA State.
Managed the Community Marketing Center and staff. Helped transform operation into a high-performing, prospect qualifying, lead generating Center, increasing sales dramatically for all home builders on site.
Implemented and managed all advertising (print, digital, direct mail, radio, TV and magazine), public relations, collaterals, website, newsletters, sales events, Realtor events and community events to drive leads and sales.
Provided strong leadership and collaborated with on-site competing home builder sales teams (a very unusual program) for seven years, turning the team into a high-performance sales team which consistently surpassed aggressive marketing and sales goals.
Collaborated with city officials, residents, outside Realtors, media vendors, journalists, ad and PR agencies and sales trainer. This resulted in thousands of dollars in free local, state and national news coverage, 1,500 home sales and ten marketing awards.
Saved the company $250,000 by combining media buying with two other Weyerhaeuser communities.
MIRM (Masters of Residential Marketing) – National Association of Home Builders. Two years of classes. Researched and wrote an extensive case study.
CSP (Certified New Home Professional) designation – National Association of Home Builders
Community & Sales Event Highlights
Bike, Buggy and Pet Parade at Northwest Landing
To start building community in the early days of development, I created the Bike, Buggy and Pet Parade where we invited kids at Northwest Landing to decorate their bikes, buggy’s and pets and participate in a July 4th parade. Lots of fun! Over 25 years later, this is a huge event with floats, police cars, fire engines, school marching bands, fireworks and more!
Symphony in the Park at Northwest Landing
A very popular community building event that drew hundreds of people (residents and nonresidents) to the town square park each July for several years was the Tacoma Symphony. It was a night of music, camaraderie and great food that everyone really looked forward to.
Free Wheelers Bike Program at Northwest Landing
One of the goals in the beginning of developing this 3,200 acre master planned community was to get people out enjoying the beautiful property and trails. We created a Free Wheelers Bike Program where residents and prospects could borrow bikes to enjoy the community trails and scenery. The cost of the bikes was split between the developer and the on-site home builders, and we put the builder logos on the bikes. It was such a popular program, that after a year there wasn’t enough staff to effectively manage the program, so the bikes were given to the individual builders to have on their own individual home site.
Heart & Soles Walking Program
When Northwest Landing was brand new, we wanted to create a sense of community as well as engage residents with the many miles of beautiful walking trails around the community. I coordinated all the marketing materials and staff to lead the Heart and Soles group once a week with a specially designed trail map and mileage log. Participants were excited to get milestones checked off on their mileage log while meeting new neighbors and making friends.
Yeleh Village Grand Opening
Three years after building out the first Village, Palisade Village, at Northwest Landing it was time to open the second village…Yeleh Village. The goal was to give prospects the opportunity to see all the amenities in Palisade Village as well as tour Yeleh Village. The solution was to hire a fun trolley to enable prospects to easily tour both villages and get on and off throughout the tour at various amenities and home builders. Sales and development team members served as Trolley Guides throughout the two days. Balloons, giveaways and food rounded out the event. Everyone really enjoyed the entire concept, and the ability to engage with some of the various development staff was fun for the prospects as well. Several hundred people toured during the two day event. A Realtor and press event was held the day before the grand opening with nearly 100 people in attendance.
Article about Northwest Landing
Awards & Accomplishments
MIXED USE MASTER PLANNED COMMUNITY
MAME AWARDS awarded by the King/Snohomish Master Builder Association while working for Weyerhaeuser Real Estate Company as the Director of Marketing at Northwest Landing:
Best Brochure for a Planned Community
Best Color Ad for a Planned Community
Best Black and White Ad for a Planned Community
Best Community Special Event
Best Community Signage
Best Master Planned Community of the Year
Best Community Special Event (twice)
Best Innovation In Marketing
Best Community Signage
NATIONAL SALES AND MARKETING COUNCIL:
Best Overall Advertising Campaign – Northwest Landing
NATIONAL BUILDER MAGAZINE GRAND AWARD:
Northwest Landing - Best New Community Nationally
WEYERHAEUSER REAL ESTATE COMPANY EMPLOYEE RECOGNITION:
For designing, writing and producing the first City of DuPont brochure.
QUADRANT/WEYERHAEUSER "JUST TO IT AWARD”
Given to one employee (out of several hundred) each month for someone who has taken initiative to get things done. I received this for leading the Pierce County Street of Dreams team on behalf of Quadrant/Weyerhaeuser.
Strategic marketing plan and budget creation
Data driven marketing
SEO - search engine optimization
SEM - search engine marketing
Customer journey/lead nurturing
CRM - customer relationship management
Engaging content creation
Team leadership and collaboration
Customer relationship management
Advertising and media planning
Special event creation