NVHomes' parent company, NVR, Inc., also owns Ryan Homes, and FWA began serving as the Agency of Record for both brands in January 2009. The builder wanted to maintain their "legacy" position as the homebuilder that gives equal importance to timeless style and sensible value. They also wanted to give their advertising a crisper, more sophisticated personality while maintaining their core tenets. As with sibling brand Ryan Homes, NVHomes has gained market share and increased profit margins in the face of the housing market downturn.
This infill-re-adaptation of the oldest home in Reston, VA (circa 1901) includes new construction of two additional buildings to create a new, ultra-luxe community. The project involved international caliber architecture and materials, and target buyers were National Capital area CEO's, diplomats and the wealthy elite. Prices ranged from $1 million to $7million+. An online, print and collateral campaign depicts the condos as additions to buyers' personal collections of artwork and rarities.
Since 1955, Van Metre Homes has reshaped the National Capital area with their master-planned communities and upscale homes. Beginning in 2004, Fraser Wallace Advertising has helped the builder not only weather the storm of the real estate market's ups and downs, we have helped them gain market share and exceed their sales goals every year. Today, Van Metre capitalizes on social media, online advertising and Web 3.0 initiatives to reach their affluent target audience.
This newly-developed, mixed-use office/retail property was designed to be all things to all people, in one of Washington, DC's most diverse, multi-faceted areas. It was, however, an area whose draw for high-end businesses had long ago waned. 900 Seventh Street's non-traditional, multi-modal campaign, with a very avant garde look for commercial real estate, not only introduced the new property, but also "re-introduced" the location to office tenants. 900 Seventh Street was among the first addresses to successfully reposition the entire neighborhood as an upscale office setting.
As of early 2008, this innovative condominium developer had several projects in the pipeline at once. Like other developers, they offered price discounts in down housing market, but traffic and sales remained slow. FWA's event driven mini-campaigns for each property offered unexpected incentives – baseball season tickets, a year's supply of wine from local vineyards, free gourmet groceries for a year and more. Events were successful, and sales increased at all of Monument's properties.
For many first-time homebuyers in the city, a studio condominium is their foray into homeownership. But studios have their downfalls, mainly their small size. Not so the studios in Monument Realty's Potomac Place Tower, located in one of Washington, DC's most energetic neighborhoods. The "Live XL" campaign used language familiar to the 20-something target audience to immediately communicate the unusually large size of the studios and the rich lifestyle of the location. Sales numbers immediately went from S to XL.
In the wake of the 2008 economic downturn, many commercial real estate developers found themselves with finished, new properties but no tenants – and too much competition for the attention of the businesses that were still looking for new office space. Plaza East, in the Dulles Tech Corridor outside Washington, DC, needed to cut through this clutter. MRP Realty turned to FWA, and with our resulting "Position of Strength" campaign, Plaza East finally began to see leasing activity at a strong pace. New leases were secured within a few months of the campaign's introduction.
This lavish new community of Brownstone townhomes adjoins the grounds of The Music Center at Strathmore in very upscale North Bethesda, MD. Residents will enjoy special privileges at Strathmore, and the community's landscaping is reminiscent of city parks in London. Prices start in the $900's. The multi-modal campaign established Symphony Park as the area's first Integrated Arts Community, tying together the artful landscaping, architecture and the arts at Strathmore. Symphony Park became the fastest-selling new home community in its price range in Montgomery County, MD (where competition in this price range is heavy).
This is a completely different kind of suburban community than anything else in the Washington, DC area. Willowsford celebrates the landscape and farming history of Loudoun County, VA with a land plan that leaves half its total acreage as community green space, as undeveloped land, and as working farmland managed by the community's Conservancy, with fresh produce available to residents. Fraser Wallace Advertising worked actively with the developers to design the community's amenity programming. Health, wellness, food and wine, and connectivity with the land are the key philosophies, for a community defined by Inspired Living.
The Mount Vernon Triangle neighborhood is one of DC's most historic, but as it has slowly regentrified in recent years, it hasn't enjoyed the attention that many other similar areas of the city have. With the introduction of Paradigm's Meridian at Mount Vernon Triangle luxury apartment property, the Triangle took on a new cachet. To educate urban minded young professionals who had recently relocated to DC about this vibrant location, FWA introduced the "Life. From all angles." campaign, and lease commitments soared…even before the new high-rise was built!
Park Potomac is an exceptionally upscale, mixed-use community in North Potomac, MD, one of the most high-end locales in metro Washington, DC and on the East Coast. With offices, stores, restaurants, Brownstone townhomes and world-class condominium homes, Park Potomac appeals to elite sensibilities. FWA's simple yet elegant campaign explains how Park Potomac is the place to Eat Well, Shop Well, Work Well and, most importantly, Live Well. In spite of its high price points, Park Potomac was the fastest-selling community in Montgomery County.
In 2008, as the housing downturn began to unfold, Ryan Homes turned to Fraser Wallace Advertising to help them maintain market share in a tumultuous environment. Advertising messages became standardized across dozens of operating divisions nationwide – which Ryan had not accomplished in the past – thus saving time and money, and creating a consistent corporate message. Since 2008, Ryan Homes has continued to gain market share, and today, more than 96% of Ryan's customers would recommend them to family and friends.
The Fraser Wallace Advertising & Ecendant Interactive team has won numerous marketing industry awards - regionally and nationally. Listed below are several awards garnered during the past few years. Our thanks and congratulations to the clients with whom we've won these special honors.
Best Website for a Regional Builder - Paradigm Management Company - Meridian Apartments
Best Print Advertising Campaign/Individual Community - The Foulger-Pratt Companies - Park Potomac Place
Best Overall Marketing Campaign/Master Planned Community - The Foulger-Pratt Companies - Park Potomac
Best Brochure for an Individual Community (Award of Merit) - Paradigm Development - The Madison at Ballston Station
Best Overall Marketing Campaign (Award of Merit) - Monument Realty - The Hawthorn
Best Website for a Planned Community (Award of Merit) - The Foulger-Pratt Companies - Park Potomac
Best Brochure/Community Less Than 250 Units - ADC Builders - Velocity Condominium
Best Ad Campaign/Individual Community - ADC Builders - Velocity Condominium
Best Sales Office/IIndividual Community - ADC Builders - Velocity Condominium
Best Overall Marketing Campaign (Award of Merit) - ADC Builders - Velocity Condominium
Best Ad Campaign/Master Planned Community - The Peninsula On The Indian River Bay
Best Overall Marketing Campaign/Master Planned Community - The Peninsula On The Indian River Bay
Best Brochure/Community Over $1 Million - Linden Development - Linden Springs Condominium
Best Community Brochure/Multi-Family Condominium Over $500,000 - Linden Development - Linden Springs at Wiehle Virginia
Best Community Brochure/ Builder or Developer - Van Metre Companies
Community Brochure/ Condominium Over $500,000 (Award of Merit) - The Penrose Group - The Lofts at Park Crest
Best Brochure/Community Under $400,000 (Silver) - Tribeca at Camp Springs
Best Sales Office/Planned Community, Permanent, Any Size - The Penrose Group - Park Crest
Best Brochure/Community Over $500,000 - The Penrose Group - Park Crest
Best Brochure/Community Over 500 Homes - The Penrose Group - Park Crest
Best Brochure/Community Under $500,000 - Miles Properties - The Bearings
Best Sales Office (Award of Merit) - Crimson Partners - The Mark at Dulles Station
Best Direct Mail Piece/Active Adult Community - K. Hovnanian's Four Seasons at Ashburn Village
Best Individual Community Website - Crimson Partners - The Mark at Dulles Station
Best Individual Community Website (Award of Merit) - The Penrose Group - Park Crest
Best Planned Community Website (Award of Merit) - Brambleton
Best Community Brochure for a Community Under $250,000 (Silver) - Discovery Palms
Best Brochure for a Builder (Silver) - Marquis Custom Homes
Best Brochure for a Community Over $1 Million, Regional Award - The Penrose Group - Park Crest
Best Community Brochure for Apartment Community of Any Price - Sovereign Park - JBG Companies
Best Corporate Brochure - Marquis Custom Homes
Best Black/White Ad Campaign - Sovereign Park - JBG Companies
Best Color Ad Campaign (Award of Merit) - Clarendon1021 Condominium - Carlyle FSP Clarendon Associates
Best Flyer or Publication Insert (Award of Merit) - Van Metre Homes
Best Brochure (Silver) - Sovereign Park
Best Brochure (Silver) - Buckhead Grand
Best Brochure, Regional Award - Sovereign Park
Best Brochure, Regional Award - Fortnightly Square
Best Brochure, Regional Award - Buckhead Grand
Best Direct Mail Piece - Clarendon 1021
Best Website for a Community - Clarendon 1021
Best Website for an Associate/Supplier - EYA Urban Realtors
Best Electronic Media (Silver) - Miravista at Harbortown
Best Website for a Community (Silver) - Sovereign Park
Best Website for a Community (Silver) - Clarendon 1021
Fraser Wallace Advertising is a national leader in real estate marketing, with the experience and out-of-the-box thinking that form the foundations of our clients' success. For all segments of real estate development - commercial, community branding, single-family, multi-family, custom homes, active Adult and resort - Fraser Wallace Advertising builds results.
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