Marketing

Chapter 19 of the New Urbanism Best Practices Guide

How best to brand and market smart-growth communities? This chapter brings together writings and presentations by two new urban marketing consultants — Jackie Benson of J. Benson Marketing and Monica Quigley of New Urban Connections — and architect-planner Andres Duany. Benson emphasizes the importance of understanding what you’re selling: “It’s not a town center; it’s greater convenience and social interaction. It’s not a pocket park; it’s eyes on the street and playing Frisbee on a Sunday afternoon.” Benefits are more important than amenities. A table by Benson translates smart-growth amenities into benefits that attract customers.

Co-branding with known brands like Energy Star helps to pull in buyers. Smart-growth developments provide marketing leverage because they offer more choice of product, price, and place. Benson distinguishes between “lifestyle” and ”quality of life.” Benson suggests how to choose a name that differentiates a new urban community from a subdivision. Make effective use of the language of TNDs: public realm, town founder, outdoor room, sense of place, etc. Compare your proposed TND to known, sought-after neighborhoods in your town or region. Build enough spec houses at the start to create a complete streetscape on both sides of one of your first streets. 

Quigley tells how to use a multi-faceted events program to illustrate the quality of life and sell product. The events stretch across the project’s predevelopment, construction, and occupancy stages. The program addresses various target markets, from the general community to prospective residents. Quigley tells of a “whisper” technique, and explains the difference between festivities and rituals (little events that get repeated week after week, sometimes costing very little, but build a history with other people). Duany offers 11 tips on marketing TNDs.