While Commotion has worked with Bayest since 2006, producing three “Marketing Campaign of the Year” campaigns (finalist twice, winner once), this year marks the first time we’ve worked with Baywest on an actual Sales Environment from scratch!
The project was for Baywest’s showhomes in Hopewell’s lakeside community of Mahogany. The mission was to create an upscale, clean, fresh, lakeside-toned environment with an unexpected contemporary edge, rather than play into the kitch of canoes and props. Balancing the identity of Mahogany with the brand identity of Baywest was key, as well as working within the confines and logistics of the space.
Baywest was first up in the parade, and first impressions count. A nod to a “dock” was created in the entry way with wood slats and a full size mural. High tech screens rotated lifestyle imagery and key Baywest messaging. An oversized coffee bar was installed to encourage buyers to sprawl out their floorplans and get comfortable. A computer counter was also installed for waiting customers to peruse the award winning Baywest website. Audio branding was also recommended.
Sales environments for single family homes have come a long way. Remember when builders slapped together some Office Depot desks, put out a stack of brochures, and called it a day? Now they are realizing the importance of immersing customers in the romance, the story, the emotions of the decision-making process, as well as the practical facts.
Heart and head both need to be engaged to be successful.