SITUATION
Lennar Communities, an arm of the largest home builder in the Unites States, had purchased land for development just off I-5 in a former flood plain, adjacent to a major freeway and under the flight path of the Sacramento International Airport. Lennar´s vision was an exclusive, upscale community where the likes of Sacramento Kings owners Joe and Gavin Maloof would purchase their homes.

Westlake offered the discerning homebuyer a prestigious master planned community with homes upwards of 5,000 square feet. At the heart of this community was an 18.5-acre private lake, Westlake´s signature amenity, complete with a lakeside promenade and interconnecting pedestrian and bike trails, as well as the residents-only Club Westlake.

While million dollar homes were sold within this community, so were homes in the mid to high $300,000s, with the majority of homes sold in this lower range.

SOLUTION
Barcellona developed a brand for Westlake that is classic, simple, and elegant. By design, Westlake was portrayed as understated but elegant – a desirable location for those who want to live amongst millionaires.

Spinning what could be viewed as a potential shortcoming – the freeway proximity and flight plan issue – we instead celebrated the community’s location. We marketed Westlake to individuals who traveled frequently, worked downtown, or even worked in the Bay Area.

Everything designed or created for Westlake was done so with the intent that it be something a homeowner would be proud to display and tell their friends about. From the “coffee table book” brochure to the outdoor jazz barbecue at the grand opening, Barcellona quietly, strategically and effectively built and supported Westlake´s brand through a marketing campaign comprised of a community logo, brochure, print advertising (newspaper and magazine), radio, Website, homeowner newsletter and public relations support.

RESULTS
Not only did the Maloof brothers purchase their homes in Westlake, but several players from the Sacramento Kings did as well. Million dollar homes as well as $300,000 homes sold at a record pace within a cautious economy punctuated by the September 11th tragedy. Westlake was named Master Planned Community of the Year by the North State Building Industry Association , in addition to winning seven other marketing awards for Barcellona and sold out a full two years ahead of schedule.