Laurel Woods

Client Background

In 1947, Stile Realty emerged as being one of the largest providers of rental apartments for Summit County residents. Louis Stile, Founder of Stile Reality and Louis Stile Construction bought thousands of acres of property and to this day the organization continues to be known as a prominent real estate brokerage, property manager, builder and developer. Stile purchased farmland was subdivided and Stile Homes sought a local resource who could help position $300,000 Cluster Homes for "snow birds"and active seniors.

A Laurel leaf design in a traditional
woodcut motif was designed to
represent the development's new
identity. Caler&Company also
crafted "your paths cross here",
as a positioning statement
targeting "snowbirds" who leave
northeast Ohio for the winter yet
seek a residence for spring,
summer and fall at a location
only 30 minutes from 2 major
airports and at the crossroads
of 3 major interstates.

Caler&Company designed all
preconstruction and construction
signage to garner inquiries for
the new cluster home
development.

Many units were sold before
a model was made available
for a formal tour.

The Challenge

As a first time venture in the 55+ year active adult market, Stile Reality required a targeted marketing communications plan that would detail the delivery of their message to the intended audiences. Seeking a marketable identity, the company sought to coordinate and strengthen their image with a comprehensive marketing campaign.

Caler&Company prepared full-
color print ads and managed the
media buy for magazines, real
estate guides and newspapers.
This ad focused on pre-
construction incentives.

Award-winning, die-cut sales
literature and direct mailers
positioned a community that
"embraced both the peaceful,
quiet woods and the modern
world beyond."

The Caler Team's literature told
a story of the charm of a quiet
corner of Copley township with
demonstrative site plan and
easy directions.

The Outcome

Caler&Company authored the positioning statement, Your Paths Cross Here, which served to further establish Laurel Woods platform. A wide range of marketing tools were developed to build a marketable identity and establish a clear message. Consumer literature for qualified leads and tri-fold brochures for mass distribution were created long before groundbreaking. Full-page color and black & white ads ran in real estate inserts and selected real estate publications. Realistic renderings were created to showcase the four condo options, using only architectural elevations as reference.

Caler&Company illustrated all three cluster home models using only architectural elevations as reference. The construction site was little more than a mud pit at the time these renderings provided a glimpse of what home owners might expect in the new development.

At the Annual Homebuilders Sales & Marketing Awards banquet, the Laurel Woods consumer brochure was awarded top honors for homes under $300,000. The property successfully closed after its final development phase.

"Just wanted to let you know that at this years Homebuilders Sales & Marketing awards banquet our brochure for Laurel Woods was awarded first place for homes under $300,000. I want to thank you for your assistance in our success in this first time venture for us in the 55+ year active adult market."

Joel H. Stile
President
Stile Homes Companies