Torque Real Estate Marketing Case Studies

1 P © 2012 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

Taking Properties to Market

Presented by Torque 09.07.12

Real Estate Marketingand Branding

Challenge

Elysian Development Group, developers of an ultra-luxury hotel and residence project in the Gold Coast area of Chicago, engaged Torque to brand and market sales of pre-construction units.

Founder and President David Pisor’s approach to the hotel- residence business was aimed at creating an unparalleled and highly individualized customer-service experience, requiring a very distinctive marketing image.

Solution

Torque positioned the hotel with special consideration of Mr. Pisor’s vision, distinguishing it from the onslaught of institutional-luxury offerings aimed at high-net-worth consumers.

Elysian Hotel and Residence

“We built on a theme that suggests an experience from another time, another place — something hand crafted,” says Kevin Masi, principal at Torque. “We emphasized its European mystique. Our work in developing the hotel name, images, language, advertising campaign and website grew from this sensibility.”

Result

Pre-construction sales success led to an increase in the project’s scope, inspiring the Elysian to purchase adjacent property. Open since mid-2009, and housing seven exclusive retail amenities, The Elysian is a jewel of the Gold Coast, often cited in business publications for its daring model, as well as in the elite travel and tourism media for its unparalleled elegance. It is one of the few successful hotel condominium projects in the market.

Personalizing the Ultra-Luxury Hotel-Residence

AdvertisingWebsite and Digital Marketing

Awards

· Adrian Award, Direct Mail

· Communicator Award of Distinction, Advertising Campaign

Accolades

“From the beginning, Torque has been attuned to my unique concept of providing an exceptional personal service experience to each and every guest. Their creative translation of that idea into our communications has been highly accurate, inventive and polished.”

— David Pisor, Founder and President, Elysian Development Group

Direct Mail and Sales Collateral

© 2012 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

© 2011 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

JF McKinney

Challenge

JF McKinney is Chicago’s boutique firm, specializing in landlord representation, project marketing, leasing to land acquisition, and property development. A small firm, they have grown in reputation to rival even the biggest players. They recognized the need stronger marketing materials and presentation tools to compete. Torque was brought on as marketing and branding agency to help with JF McKinney’s corporate marketing, and to also pro-vide marketing support for the properties they manage.

Solution

In reviews of the company’s accomplishments and the stat-ure of the engagements, we realized there was something special about this company. They displayed a unique and

ability to rapidly lease a very difficult properties, as well as a special way of handling premium buildings in the highest demand districts. Torque worked closely with the principals of the firm to craft new business materi-als, messages and collateral, creating a tone and image of prestige and sophistication, backed by high status project results.

Results

Torque has been working with JF McKinney ongoing, helping them pitch new business, and marketing prop-erties. Our assistance in the sales process has given them a sophisticated edge, further growing their spirited, unique brand and reputation in the market.

Tales of David and Goliath: toppling the towering giants of office vacancy

BrochureLarge presentation panels for various pitches

Challenge

The Fairmont, known for its premier luxury hotels, residences and resorts, wanted to raise the standard for quintessential elegance in residential living.

The Desert Jewel development just west of San Jose, CA, is a perfect expression of such a development. It offered unique amenities and an investment opportunity. Torque was brought on to bring the concept to life and market units during pre-construction.

Solution

As with every real estate offering, we were careful to emphasize the unique aspects of location and the potential property value increases for condo buyers. To craft the unique expression of what the Desert Jewel offered, we described an experience hinting at the magic of the desert, suggestively appealing to the audience tribe Fairmont was targeting.

Fairmont

Torque developed the story of a hidden desert oasis, telling it sug-gestively rather than literally, and hinting at spiritual riches to be gained in addition to exquisite comfort and indulgence.

The sales package we designed, including a sales brochure, sell sheets and enclosing folder, all suggest this experience, from image and color to type and paper selection.

Result

With this compelling brand narrative, the brokers selling units will be able to engage second or third vacation property owners who seek something more than premium golf, responsive service and opulent appointments.

Expression of Luxury in the Southwest

Brochure

Luxury Hotels, Residences and Resorts

© 2012 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

© 2011 Torque Ltd. 167 N. Racine Avenue, Suite 2 » Chicago, IL 60607 » 312 421 7858 » www.torquelaunch.com

The Habitat Company

Challenge

The Habitat Company is a 40-year old real estate compa-ny with a deep development and building management portfolio. They’ve become an icon in the industry and have been ever eager to update their image and keep pace with modern marketing. They engaged Torque as their agency of record to support them in this effort.

Solution

Part of marketing for the Habitat company required systematizing their core brand and logo assets. Torque updated the logo, giving them a system for consistency and a structure for internal and external communica-

tions. Torque then developed global corporate market-ing materials as well as individual property promotions and tenant outreach. Communications needs ranged from online marketing to on-site signage and advertising, as well as represent the unique offerings of each of their five lines of business.

Results

Torque continues to be the Habitat Company’s go-to agency for marketing and creative needs. We’ve helped them launch numerous initiatives as well as keep up with the daily maintenance of communication.

Keeping Pace with Modern: a Real Estate Company for People

Brand Updand and Standards GuideDirect Emailhabitat@home Poster

In Touch

OUR BRAND AMBASSADORS BRING IT ON… ONLINE!

Habitat’s Brand Ambassadors are full speed ahead. They have taken our brand to the next level by connecting with our customers on Facebook and Twitter. These social networks allow us to keep our residents in the know and make sure the community events are front and center.

Check us out:

THREE CHEERS FOR DAN ROCKAFIELD!

AAt the Y-Me Race on Mother’s Day, Habitat hit our fundraising goal of $10,000. Congratulations and thanks to Dan Rockafield who led all participants by raising $1,925 for the team.

The Winner’s Circle

Groundbreaking

KENMORE APARTMENTS JOIN THE GREEN SCENECCelebrate another first for Habitat – our first green community. Kenmore Apartments, a Chicago Housing Authority community located in the Uptown neighborhood in Chicago. The demand for Kenmore was overwhelming. They opened their dodoors in February and were 100% leased in just three months!

CREATING COMMUNITY FOR ATLANTA SENIORSIIt’s all about connecting! Together with our partners at the Atlanta Housing Authority, Habitat has embarked on a $7+ million program to create fitness centers, media rooms, business centers, enhanced lobbies and concierge services for AtAtlanta seniors. It’s all part of an effort to help seniors build relation-ships and create community.

SHAKING HANDS WITH THE BRISTOLWWe are proud to announce the addition of The Bristol Condominium to the Habitat family earlier this year. The Bristol, a beautifully appointed luxury condominium in Chicago’s Gold Coast, adds 178 units to the more than 4,000 condo units under HaHabitat management. Here’s to a long and fruitful partnership with The Bristol!

The ink is almost dry on plans to build a 450-unit luxury rental property adjacent to Habitat’s Chicago Regional Office. 360 W. Hubbard will be an amenity-rich and beautifully designed complement to its sister community, Kingsbury Plaza. Groundbreaking is scheduled for Spring 2012.

Ready. Set. Grow.360 W. HUBBARD SET TO RISE IN SPRING 2012

habitat@work Team NewsletterSpring 2011

In Touch

OUR BRAND AMBASSADORS BRING IT ON… ONLINE!

Habitat’s Brand Ambassadors are full speed ahead. They have taken our brand to the next level by connecting with our customers on Facebook and Twitter. These social networks allow us to keep our residents in the know and make sure the community events are front and center.

Check us out:

THREE CHEERS FOR DAN ROCKAFIELD!

AAt the Y-Me Race on Mother’s Day, Habitat hit our fundraising goal of $10,000. Congratulations and thanks to Dan Rockafield who led all participants by raising $1,925 for the team.

The Winner’s Circle

Groundbreaking

KENMORE APARTMENTS JOIN THE GREEN SCENECCelebrate another first for Habitat – our first green community. Kenmore Apartments, a Chicago Housing Authority community located in the Uptown neighborhood in Chicago. The demand for Kenmore was overwhelming. They opened their dodoors in February and were 100% leased in just three months!

CREATING COMMUNITY FOR ATLANTA SENIORSIIt’s all about connecting! Together with our partners at the Atlanta Housing Authority, Habitat has embarked on a $7+ million program to create fitness centers, media rooms, business centers, enhanced lobbies and concierge services for AtAtlanta seniors. It’s all part of an effort to help seniors build relation-ships and create community.

SHAKING HANDS WITH THE BRISTOLWWe are proud to announce the addition of The Bristol Condominium to the Habitat family earlier this year. The Bristol, a beautifully appointed luxury condominium in Chicago’s Gold Coast, adds 178 units to the more than 4,000 condo units under HaHabitat management. Here’s to a long and fruitful partnership with The Bristol!

The ink is almost dry on plans to build a 450-unit luxury rental property adjacent to Habitat’s Chicago Regional Office. 360 W. Hubbard will be an amenity-rich and beautifully designed complement to its sister community, Kingsbury Plaza. Groundbreaking is scheduled for Spring 2012.

Ready. Set. Grow.360 W. HUBBARD SET TO RISE IN SPRING 2012

habitat@work Team NewsletterSpring 2011