The Residences at Hotel Palomar

BRAND ASSESSMENT/COMPETITIVE INTELLIGENCE

How do you overcome a location’s inherited brand to sell upscale condos to a target market that is not buying them?

RESEARCH OBJECTIVE

Identify the target market with the highest potential for a Dallas condo property

KEY INSIGHTS

A different target market—less affluent and from Dallas zip codes further from the center of town—saw greater worth in the Palomar’s location and spacious interior design than the initially presumed buyers.

HOW RESIDENCES AT THE HOTEL PALOMAR USED THE INSIGHTS

Buyer interest increased after recasting the marketing materials to highlight favorite buyer features indicated by our research: the courtyard, barbecue area, pool and 24-hour concierge services.

WHAT WE DID

Working in partnership with TOKY Branding + Design, we analyzed the competition’s products and marketing strategies, surveyed our client’s staff, realtors and prospective buyers. We toured prospects through display units to hear what they valued about the property. Those assets defined a new brand positioning.