Quivira Los Cabos
Generating interest and sales for a premier residential development in Cabos San Lucas
Selling the dream
Quivira is a master-planned resort community in Cabo San Lucas. During the early development stage, the sales and marketing team needed to define the sales process and create marketing tools to generated awareness among investors, partners and potential residents worldwide.
What we did:
- Brand messaging
- Storyline development
- Copywriting
Project details:
- Projects: Brochures, Website
- Agency: Lavidge
The Challenge
The marketing and sales team had only site plans and architectural renderings to show prospective buyers and partners. They knew they needed something more to generate interest and establish connections with their ideal prospects.
With no real imagery to show (since nothing had been built yet), Preface, as part of the agency creative team, was tasked with writing the narrative to create a special sense of place in the hearts and minds of potential buyers, and with the sales team as their guides, lead them to Quivira.
The Insight
Built on one of the most stunning settings in the world, just off the tip of the Baja Peninsula, the location has a rich history. Legend had it that this was the place of one of the seven cities of gold, known as Quivira by early explorers, and borrowed by the team to lure the modern treasure hunter.
Quivira is that city of gold, offering a rich quality of life.
The Solution
As development started, we launched the opening of the community with a website and booklet that communicated how Quivira offered the richness of life to those who embraced the same adventurous spirit of past explorers looking for the lost city of gold.
This was a long-term sales process, so we created a phased approach to communicating with prospects. Our first touch point introduced the idea of what Quivira would be. Then, in our second piece, we followed up by painting a more vivid picture with imagery from the site and sharing the backstory of the location and what made it special.
