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When Christine Gleed approached us to support the launch of The Osprey Luxury Townhomes, we eagerly stepped in with our tried-and-true Real Estate New Build Development Program: The Foundation. Our team provided end-to-end strategic support—crafting the brand identity, building a lead-generating online funnel, and developing polished sales materials. With the foundational tools in place, Christine’s team simply added the unique details of their stunning seaside build.
We also partnered with our rendering artist and drone photographer to capture breathtaking imagery, seamlessly integrating renderings into real-world drone shots to give prospective buyers a clear and astonishing view of this fabulous location. To build early momentum, we activated our trusted realtor network, ensuring buzz around this exciting new offering reached the right audience from day one.
Timeline:
2023
Real Estate Marketing Program:
Foundation (12 Weeks)
Brand, Website, Exterior and Interior Renderings, CRM Set Up, Lead Magnet, Floorplans, Spec Sheets, and Sales Brochure.
2024
Summer Campaign
Sales Centre Wayfinding Signage
Post-Construction Update
Christine Gleed is a seasoned professional in the real estate development world, having worked with some of the top developers in the region. Despite our shared experience and deep knowledge of the industry, this was our first opportunity to collaborate—and it was clear from the beginning that we spoke the same language. Christine didn’t need hand-holding. She needed a marketing team who could hit the ground running, ask the right questions, and execute flawlessly. She already had her sales team in place and just needed a strategic partner who could deliver all the materials to support their efforts—fast, professionally, and without micromanagement.
Like many developers, once the building was approved, they needed their marketing and sales tools ASAP. Christine faced the choice between hiring a brokerage that would cover marketing costs but require a 2% cut of every sale—or finding a leaner, more cost-effective solution. She chose the latter. That’s where we came in. Christine needed the full suite of branded marketing materials to position The Osprey Townhomes properly and attract the right buyers—without sacrificing quality or control. The project had a tight timeline, and coordination between sales, construction, and marketing needed to be seamless. The internal team was too busy managing builds and logistics to take on the creative and strategic marketing lift. They just needed the job done right, with no lag time or learning curve.
1. Branding Style Guide
We began by establishing a cohesive visual identity for The Osprey—one that reflected the elegance and exclusivity of the seaside townhomes. Through conversations with the project manager and Christine herself, we explored their vision, target buyer profiles, and local competitive landscape. We delivered a comprehensive branding style guide that outlined logo use, colour palette, typography, tone of voice, and imagery direction—setting the tone for all future communications and materials.
2. Landing Page & Digital Presence Set-Up
To kick-start lead generation and gather early interest, we launched a beautifully designed landing page with clear value propositions and a prominent lead capture form. Our goal was to validate demand and build an email list ahead of the full site launch. The page was optimized for mobile and integrated with the CRM to streamline communication and data collection.
3. Onsite Signage Design and Production Support
We designed striking onsite signage that reflected the premium branding and provided essential project information to foot traffic and drive-by viewers. We coordinated with vendors to ensure signage was produced and installed to spec, on time, and aligned with municipal bylaw requirements.
4. Award-Winning Marketing Checklist & Budget
We provided Christine with our exclusive, award-winning real estate marketing checklist and budget template. This gave her team a clear roadmap of all deliverables, timelines, and investment breakdowns, allowing for effortless coordination with the internal sales and project management teams.
5. Rendering: Building Exterior Concept
We collaborated with our rendering artist to create a detailed exterior concept of the building. To elevate the realism, we partnered with our drone photographer to capture the natural beauty of the location. These images were then masterfully merged with the renderings to produce jaw-dropping visuals that captured the attention of realtors and buyers alike.
6. Strategic Marketing Plan
Next, we crafted a custom strategic marketing plan that mapped out how and where to share the Osprey story. This included online advertising, print, community engagement, event marketing, and realtor outreach. The plan also outlined timing and rollout for each campaign element to align with build milestones and availability.
7. Branded Marketing Materials Kit
We assembled a complete marketing materials kit so the sales team could hit the ground running. This kit included:
Advertisement Suite (print and digital)
8. Renderings & Animation
We delivered a robust rendering package:
9. Customized WordPress Website
We built a branded, mobile-optimized WordPress website with full project details, image galleries, and integrated lead capture functionality. The site was designed for easy updates and scalability as the project evolved.
10. CRM and Sales System Integration
To ensure every lead was tracked and nurtured properly, we integrated the website with the client’s CRM. This allowed the sales team to receive real-time alerts, access a lead dashboard, and maintain consistent follow-ups.
11. Monthly eNews Template Creation
We created a branded monthly email template to keep interested buyers informed of construction updates, availability, and key milestones. The templates included space for updates, new renderings, and call-to-action prompts.
12. Presentation Centre Display Design
We designed all the visual elements for the presentation centre—from wall graphics to brochure holders—ensuring that every visitor walked into a cohesive and inspiring space that matched the project’s premium brand.
13. Optimizations & Insights Report
Post-launch, we delivered a detailed report analyzing digital traffic, lead behavior, and advertising ROI. We offered insights on which messages resonated most and made recommendations for ongoing optimization throughout the sales cycle.
The Osprey Luxury Townhomes launched with a strong, cohesive brand presence and a fully integrated marketing system that empowered Christine Gleed’s sales team to do what they do best—sell.
Brand Recognition: Within the first 30 days, the project built strong name recognition in the local market, with realtors and buyers referring to it by name thanks to the polished brand assets and coordinated campaign.
Lead Generation: The landing page and CRM funnel captured qualified leads before the show home even opened, allowing the sales team to build relationships early and book appointments with minimal cold outreach.
Realtor Engagement: Thanks to our early activation of our realtor network, excitement and anticipation for the project grew quickly—without needing to rely on expensive broker incentives.
Visual Impact: The combination of drone photography and seamlessly integrated renderings gave prospects a stunning, hyper-realistic view of the finished product. This proved especially helpful for out-of-town buyers and for marketing across digital channels.
Sales Enablement: With brochures, floor plans, interior design renderings and sales kit ready to go, the internal sales team had everything they needed at their fingertips. No lag time. No bottlenecks. Just clarity and confidence.
Future-Ready Infrastructure: With a professionally built website, monthly eNews system, and organized CRM in place, Christine’s team is well-positioned to continue nurturing leads through future phases and additional sales opportunities for their next development project.
What set this project apart was the trust Christine placed in our ability to take the reins. With a shared understanding of real estate timelines and buyer psychology, our teams were able to collaborate efficiently, stay agile, and bring the Osprey brand to life in record time.
Whether you’re building a boutique townhome project or a multi-phase community, Swank Creative offers a proven, streamlined approach to get your project market-ready—fast, polished, and with purpose.
Let’s skip the hand-holding. You bring the vision, we’ll bring the strategy, brand, and materials that get it sold.
WHY DEVLEOPERS CHOOSE SWANK CREATIVE INC:
ZERO HAND HOLDING REQUIRED:
We speak the language of real estate development and can interface directly with your project managers and sales team to get what we need—no back-and-forth required.
STABLE, TRANSPARENT PRICING:
In a world where construction costs and market fluctuations are constant, it’s refreshing to have one piece of your project that’s reliable. Our marketing packages are clear, consistent, and deliver proven value—no surprises.
SALES-READY MATERIALS, DONE-FOR-YOU:
From floor plans to brochures, signage to digital ads, you get a turnkey marketing kit customized for your project’s goals and buyer demographics.
REALTOR NETWORK ACTIVATION:
We don’t just wait for buyers to come to you—we mobilize our network of trusted realtors to build buzz and book showings early.
AWARD-WINNING MARKETING SYSTEMS:
Our framework includes out-of-the-box strategic thinking, intentional brand collaborations, and lifestyle-forward campaigns that sell more than just a home—they sell a dream worth investing in.
“Kathryn is creative, strategic and an absolute pleasure to work with. She quickly figures out what’s needed for a project and starts collaborating to ensure a beautiful end product. I’m very happy with the results of the design projects we’ve worked on with Swank and highly recommend their services.”
Christine Gleed | Circle Communications
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We acknowledge and give thanks to the lək̓ʷəŋən People of the Songhees and Esquimalt Nations on whose territory we live and work.
PORTRAIT PHOTOGRAPHY BY JULIA LOGLISCI PHOTOGRAPHY
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