Changing Community Perceptions

SITUATION

  • Public opinion of project (Two MiamiCentral & Three MiamiCentral) and location generally unfavorable when awarded the assignment in early 2014
  • Skepticism about project’s announced delivery date

STRATEGY

  • Developed and implemented a customized canvassing strategy
  • Launched marketing initiative to change public perception through effective messaging to create the vision at project completion

RESULTS

  • Shifted community perception, driving leasing momentum and occupancy successfully leasing 60% to credit tenants prior to delivery and 90% within 3 months of deliver