CASE STUDIES
Tarpon Point Marina Lot Fest
Grosse Pointe Development Company had big plans when they developed Tarpon Point Marina in Cape Coral. They knew they wanted to market the land – some of the largest single-family lots in the city with ideal waterfront locations. However, they needed to build their brand to attract interest in the 44 expensive home sites when they were released for sale.
When Grosse Pointe Development came to Spiro & Associates, we not only helped them attract interest in the land, but our marketing plan incorporated a sense of immediacy to purchasing it through the media, advertising and direct mail.
What happened next was unprecedented in Southwest Florida. Homebuyers camped out days in advance to purchase lots in the neighborhood. Spiro & Associates helped to hype the event even more by turning what was a standard land release announcement into a full-fledged party that included food, entertainment and sleeping areas set up in the sales center.
Media outlets provided around-the-clock coverage and by the end of the day, 18 lots had been sold for $10.8 million, including the most money ever paid for a home site in Cape Coral, $1.2 million.