UPDATE: Developer First Stone Development recently decided to convert POP Denver to apartments, explaining to the Denver Business Journal that “spiking interest rates were impacting potential buyers’ desire to purchase the condo units.” While more than one-quarter of units went under contract during the first month of sales — before interest rates spiked — First Stone reported that clients under contract weren’t upset about the change (given the increased interest rates), and many seem likely to rent units regardless.
How do you get people comfortable buying residences that haven’t yet been built? For the visionary team behind POP Denver, a new 123-condominium building located in the heart of Denver’s Art District on Santa Fe, part of the answer lay in a comprehensive, compelling, and eye-catching website.
While construction continued on POP Denver, there was no onsite sales office or show unit that TreeHouse Real Estate’s brokers could tour with prospective homebuyers. Accordingly, TreeHouse and DBMK collaborated to plan a website that would become a virtual sales office and show unit. It would help to drum up interest while showcasing what was to come, highlighting not only basics such as floor plans, design scheme options, and amenities, but also the stellar views, the surrounding neighborhood, and the overall vibe of the new community being envisioned.
Says TreeHouse Managing Broker and Owner Clem Rinehart, “We went back to DB Marketing for our second large-scale development website because the site DB built for us previously worked so well, and was extremely effective for displaying our for-sale condo product. It was an easy decision to come back to DB Marketing to build our website for POP Denver. The new site turned out better than our expectations, and we are thrilled with the results. We would recommend DB Marketing to any developer seeking a top-shelf development sales website and marketing plan.”
PROJECT GOALS & SCOPE
To go the extra mile in giving buyers the confidence and comfort they’d need to move forward with a purchase, detailed renderings and VR tours would be crucial on the website. It also needed strong messaging and supporting imagery that could help convey the style, value, and quality of the construction, the unmatched connectivity of the location, and the incredible artwork they’d commissioned. (In particular, POP plans to showcase a four-story artwork by renowned Atlanta-based muralist Greg Mike.) Last but not least, the website needed to make it simple to connect with brokers and lenders.
In the end, the project was a massive one, comprising 7 primary webpages, 32 floor plans, 4 site plans, 27 renderings, and several 360-degree interactive room-by-room virtual tours of each unit type. Read on to learn how it all came together.
HOME PAGE & BRANDING
DBMK Art Director Heath O’Campo designed POP Denver’s web concept and site marketing campaign to help convey the modern, art-focused, and style-forward nature of the development. The website would also be privileged to share previews of Greg Mike’s planned mural. All of the bright colors quite literally *pop* against the grayscale cityscape in the background.
RESIDENCES PAGE & MESSAGING
Bright colors and bold headlines are consistent throughout the site. DBMK Copywriter and Strategist Heather Reagan worked closely with TreeHouse’s Clem Rinehart and DBMK Agency Director Doug Backman to select the right differentiators to highlight, as well as the right language to bring them to life. Of course, we also made sure SEO was embedded throughout.
FLOOR PLANS & VIRTUAL TOURS
DBMK Senior Web Developer Thomas Wright seamlessly integrated the functionalities needed to enable prospective homebuyers to explore the floor plans, navigate the virtual tours, and even imagine the mountain and city views that many of the units will offer. The floor plans on the “Residences” page have hover-over capability, making it easy to check out all of the different studio, one-bedroom, one-bedroom + den, two-bedroom, and penthouse floor plans — and their placement within the building. The “Virtual Tours” page invites you to virtually walk through any of the floor plans, as well as the fitness center and amenities deck, with only a few clicks of the mouse. Simply click on the colored dots within the different rooms to explore each one.
NEIGHBORHOOD PAGE & LOCATION
POP Denver’s location in Denver’s Art District on Santa Fe is integral to its identity — both as a piece of art in and of itself, and as an optimally located place to live in Denver. Accordingly, the website needed to give prospective residents a feel for what makes the neighborhood special and what it will be like to live there.
On the “Neighborhood” page, a gallery of neighborhood and lifestyle photos highlights nearby amenities. Above the gallery, an interactive map pinpoints the development’s location, and strategic copy further reinforces the easy access to freeways, light rail, and the many galleries, restaurants, boutiques, coffee shops, and other conveniences the area has to offer.
Like what you see? Let the DB Marketing team help you envision the website that will help you bring your property or business to vivid, memorable life. Please call or email DBMK Agency Director Doug Backman at 303.468.3974 or doug@dbmarketingltd.com.
