LUMEN

Success

• Over $1,000 a ft. for premiere units in a $700 a ft. area
• 30% less spend on marketing budget because Urban Pace already had most of the buyers in existing database

Strategy

• Grouped units by size and price creating a customized marketing plan for each segment
• Spend marketing dollars up front for a strong start creating pricing momentum

Challenge

• Overcoming the perceived street noise from the vibrant street life
• One bedrooms were larger than typically seen in the market and therefore had higher price points