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Roxburgh selected for Master Plan in Bakersfield

We are excited to share that Roxburgh has been selected to market a new master plan in Bakersfield by the highly respected developer and homebuilder, Woodbridge Pacific Group (WPG).

The first mixed-use village will consist of some 800 homes designed for move-up, and luxury segments along with two age-restricted neighborhoods, a gated upscale apartment neighborhood and an assisted living/memory care facility.  A specialty shopping center is planned within walking distance of the new community.

Bakersfield…

The Bakersfield submarket is not new for us, as Roxburgh served as agency of record for Castle & Cooke’s Villages of Stockdale a few years back.

That said, the area’s economy and employment base has grown substantially. Today it is the fifth fastest growing (by percentage) economy in the country and leading indicators point to a strong and sustained real estate market.

Timing

Consumer research and design/planning meetings area underway.  Using the Roxburgh F.A.C.E. process, the community brand strategy is nearly complete.

WPG expects to tap local homebuilders for most of the new neighborhoods with formal discussions beginning later this year. The master planned village is expected to debut in late 2015.

 

Developing a great new place? Connect with us at at hello@roxburgh.com or (714) 556-4365.  The Roxburgh Agency is located in Costa Mesa, California – but we work on places in many locations.

Social Media Update (Facebook)

One of our favorite research sites, Pew Internet, has just released their 2013 Social Media Update. And amid the flurry of articles about how Facebook is “so uncool” and “dead and buried.” Pew Internet opens strongly with:

“42% of online adults use multiple social networking sites, but Facebook remains the platform of choice.”

 

Facebook may be “uncool.” But with 79% of 30-49 year-olds and 60% of 50-64 year-olds using Facebook, it’s feeling very cool for our clients in real estate.

Yes – Social is constantly changing, but for 2014 this is something that can’t be ignored.

 

Facebook is becoming even more like a ‘traditional’ media channel.

 

Looking at Facebook Insights data for our clients over the past few months, we’ve seen

Design. Include the Unexpected.

The holiday home page image “In the Garden” was selected as the second of a series for Roxburgh.com to share how we think about design in marketing. We asked one of our art directors, Jean about it.

Where did you find this image?

I took this one last May during the Laguna Beach garden walk. We go on it every year as it’s just so lovely and creative.

This mermaid was tucked into a far corner of a garden. I was wandering on my own when I stumbled across it. It was a surprise floating there…surrounded by flowers. I’m not sure if anyone else on the tour noticed it.

Why did you pick this image for Roxburgh.com?

We picked this one for the holidays as it has a dreamy, wishful quality to it that fits the season beautifully, but it isn’t ‘the usual’.

The unexpected elements in a design can lift an experience to be something really special, delightful and noticeable.   That’s why it fits Roxburgh.  It evokes the emotion and story we want, in way that doesn’t blend in.

Warning: You’re Losing Money by Not Following a Marketing Plan.

Our industry is beginning to rock again. You’ve made it through the down time; lots of things are in-play and now …let’s kick it up a few notches in the new year.

Slow Down to Speed Up

For 2014, how about starting with a marketing plan that really works?  We’re not talking about a project report that let’s someone tick off a checkbox and hustle onto the next “to-do”.

Instead, let’s create a living document that captures your best-thinking; guides marketing throughout the year; and raises effectiveness each quarter.

TAKEAWAY: Taking the time to slow down and really plan 2014, will get you to the end goal faster and with much less frustration/waste along the way.

In a File – doesn’t work

An Integrated Marketing Plan should be used throughout the year:

• Monthly -Review for nuances to increase results.
• Quarterly- Update the plan with performance metrics achieved and make adjustments to increase performance.
• Annually – Review progress and plan the coming year.

Marketing Plan Outline

What the plan looks like for each neighborhood, planned community, or builder will vary in scale and objectives, but there are a few constants.

1. Big Picture Strategic Objective. (Where do we want to go?)

2. Review. (Lessons learned and progress to date)

3. Set 2014 Goals & Objectives.

a. Drive Revenue.  Sales goals fundamentally drive most plans in the building industry

Random Act of Marketing Defined.

Random Act of Marketing (‘RAM’): an attempt to drive revenue, grow market share, increase brand awareness, grow community, or other business benefit that:

-does not integrate with other marketing and business tactics.
-can not be easily measured or justified.
-is not in the marketing plan.

We’ve been reading a lot lately about Random Acts of Marketing from Pam Moore of Marketing Nuts and other marketing experts. And while we’ve recognized RAMs over the years, we never gave them a formal name. We do know that they tend to muck things up.

6 ways to be ‘Social’ in Social Media.

Effective social media is rooted in being thankful and kind.

Social media is by definition ‘social’. Manners matter. To be successful in the social space, start by having a perspective of being thankful and kind. This is at the soul of social engagement whether it is virtual on Facebook, Twitter, Pinterest, Instagram, etc. or in real life. (For reference here is our Google+ page to show what engagement can look like.)

google_plus

 

Here are 6 foundational guidelines that apply across social channels.

 

3 Ways to be Kind

1. Speak when spoken to.

If someone asks you a question on Twitter or comments on your Facebook page – respond. They were kind enough to spend time on your content– be kind enough to notice. [TIP: Hootesuite is great for listening.]

2. If you can’t say something nice – don’t say anything at all.

Being negative on anything is a turn off. It’s fine to have an evocative point of view or respectfully disagree, just don’t be negative.

3. Be helpful.

Social media is about

4 Steps to Launching a Brand (New Place)

Today brands communicate and interact like never before.  The voice, style and character of a strong brand are rooted in what is real and true. This is key to being authentically relevant and interesting to target customers.

At Roxburgh, we’ve successfully positioned hundreds of new home neighborhoods, master plan communities, building industry- related companies and more over the years.  What we’ve discovered is that there are four critical steps in launching a brand.

We call our process F.A.C.E., and it is designed for Places. That said, this marketing approach applies to any product.

Step 1: Find Out the Facts

Start by understanding the research and the land plan. Then – take a close personal look at what the property (or product) is, its context and its competition. The entire creative team being involved in the analysis leads to a variety of perspectives based on what is real.

(TIP: We’ve found that an intense and fast immersion process leads to the most creative solutions.)

In Step 1, we build the beginning of project Buyer Profiles, Vocabulary and USPs (unique selling propositions). Your goals may vary, but make sure you have concrete goals a for this Step.

Rick Fletcher MBK quote

Step 2: Assemble the Team in a Shared Vision

The objective of this Step is

Google’s Hummingbird: What It Is & How It Impacts Marketing.

The Short Answer.

In September 2013, Google announced it had launched it’s new search algorithm called Hummingbird.

Currently, Google accounts for 67% of total US online searches1Considering that 90% of home buyers searched online during their home buying process, how search engines select the information people receive is important to new home marketers.

When Hummingbird flew onto our radar, we headed over to one of our favorite blogs, Search Engine Land to get the low-down. They didn’t disappoint with two excellent posts. Our favorite highlights are below starting with first things first.

What is a Search Algorithm?

A search algorithm is ‘tech-speak’ for the recipe that a search engine, like  Google, uses to sort through billions of web pages and return what it thinks are the most helpful answers to users.

Google has tweaked its recipe over the years calling the changes by cute, non-threatening names such as Penguin and Panda. This time the name is still cute, but Hummingbird represents more than a “tweak” to a recipe. It’s a completely rebuilt engine that

Design. It’s all about the Details.

The new home page image “Breakfast in Spain” was selected as the first of a series for Roxburgh.com to share how we think about design in marketing. The following is by one of our art directors, Jean.

Where did you find this image?

I took that one myself in San Sebastion, Spain. It’s on the border near France. We went there because I have this book that says if you like one place, then you’ll love another. This time it said,  if you  loved Cannes, then go to San Sebastian. We loved Cannes, so we went.

This was taken on our last day. We were in this cool cafe on the ocean. Having this great coffee  and eggs with peppers. The freshly baked bread.  And the people there are very warm. You feel at home.

 Why did you pick this image to re-launch Roxburgh.com?

This image is inviting you into our world where it feels comfortable.  It feels like anyone could be sitting there, breaking bread and having a conversation. It’s informal, but not casual – notice the china? It’s spontaneous and engaging.  And that’s who Roxburgh is.