Branding a Santa Fe Luxury Golf Community

Home at Las Campanas Santa Fe

Listen to our featured Ask Those Branding Guys radio show podcast: Las Campanas

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing for a Santa Fe community.

Joining us on-air was Jonathan Bartlett – VP of Sales for Las Campanas Realty. Las Campanas is a luxury master-planned golf community established in 1992 and is located in a picturesque setting northwest of Santa Fe, New Mexico. Las Campanas has a rich history and offers many social activities in addition to golf such as walking trials, fitness focus, nearby fine dining and is in close proximity to all that Santa Fe has to offer.

Jonathan shared that today’s customers are demanding smaller homes with less maintenance. New offerings in the community include the first new development of custom home sites in 10 years. Designs by Pulte Homes are also under construction and will be featured in the upcoming Parade of Homes.

One of the challenges Jonathan is working to overcome is the image of Las Campanas in the mind of the public. Pricey home sites, high HOA fees and a requirement to join the golf club are the three main misconceptions he would like to change.

Many clients are from out of state. To reach this wide spread audience, Las Campanas leverages online marketing as well as direct mail. They favor direct mail because it is possible to define the parameters of their target audience. To develop criteria they look at where existing homeowners are from, what visitors to the website look at, etc. The most recent mailing included 35,000 mail pieces.

From a social media perspective, Las Campanas uses Facebook and Twitter. They keep their sites up to date to make a good impression on potential customers when they visit. The Las Campanas website has also been updated this year to reflect the look and feel of the community.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Physical Evidence • Place • Positioning (Bonus) • Promotion • Strategy