To address this challenge, we initiated a transformative shift in the community's marketing strategy. We brought our marketing efforts in-house while forging valuable partnerships with contractors, resulting in significant cost savings on marketing expenses. This new approach was founded on rigorous data analysis, utilizing various platforms including web, paid search, email, and key-word rich content marketing to create campaigns tailored to resonate with potential buyers. A new CRM system was introduced, with focus placed on opening communication lines between the marketing and sales teams, allowing almost real time feedback between the two.

Central to our strategy was a deep understanding of the core values of the community and needs of its affluent target audiences and leads. Simultaneously, we refocused our marketing efforts on enhancing the lifestyle offered by French Broad Crossing, positioning it as a key selling point.

Furthermore, we introduced the 'French Broad Promise,' a distinctive sales strategy that transformed the challenges of building in mountainous terrain into a unique, boutique style selling opportunity. This strategy allowed potential buyers to experience the community firsthand, interact with homeowners, and have a clear home construction plan - with pricing - from the outset. In addition to promoting the allure of Asheville, we also worked diligently to elevate the community's town of Marshall, showcasing its businesses and positioning it as an attractive destination in its own right.