Category:
Best black-and-white ad;
Project: The Landmark, Greenwood Village, Colo.;
Developer: Everest Development Co., Tulsa, Okla.;
Ad agency: Greene & Birnbach Advertising, Denver
BOTTOM LINENumber of units: 137
Price range: $200,000 to $1 million
Date opened for sale: July 2005
Sales volume: 90 percent sold
Total traffic: 4,000 phone inquiries, 4,300 Internet inquiries, 300 names on reservation list
Advertising budget: $618,329
Qualified traffic generated: 4,300
Category:
Best color ad—master planned community;
Project: Pine Creek at Briargate, Colorado Springs, Colo.;
Developer: La Plata Investments, Colorado Springs;
Ad agency: Milesbrand, Denver
UPDATED MESSAGE: With a community a few years old and nothing new to tell, Lake Forest shared a simple, but enduring, message about its features in a fresh way.
Number of units: 1,400
Price range: Mid-$300,000s to upper $600,000s
Date opened for sale: Spring 1999
Sales volume: 16 to 17 per month since January 2005
Total traffic: Average 263 per month since January 2005
Advertising budget: $260,000 (+/- 10 percent) for 2005
Qualified traffic generated: 30 percent to 60 percent of average traffic per month since August 2005