Run Date: September 12, 2011

EMC Creative is many things to many people. It’s an advertising agency, a strategic marketing consultant, a business guide, a branding expert and a social media resource. That’s for starters. EMC is where companies turn when they need help shaping and delivering a commercial or corporate message, connecting with the appropriate audiences, and understanding the consumer side of the equation.

Colleen Edwards, president, is the face and the force of EMC, bringing more than 30 years of business background to the table, and hers is wide and varied experience. Edwards is endlessly curious and endlessly inventive with what she learns.

A Company Long on Consumer Insights

“Clients often ask what I think is relevant, what’s next, how things will change,” she says. “They want to know what I can synthesize from 30 years in marketing, and use it as the basis for forecasting.” Those aren’t unreasonable questions— not when you consider that EMC Creative has been a thought-leader in Northern California business since 1980. Over the years, that kind of cumulative knowledge represents a vault of information. And yet, some of EMC’s most salient data are very fresh. Edwards says that business has undergone a game-changing transformation in the past few years.

“The advent of social media has changed things,” she says. “Everything.” While clients may be looking for someone to foretell the future, they’re also looking for someone to put the present in context—and make the most of it.

Still, EMC did start out focusing on real estate. “We were lucky enough to ride California’s economic wave for the past 30 years,” Edwards says. Whatever the mix of fortune and foresight, it led the company to work on projects as difficult as base conversions and Superfund sites—but also historic properties, downtown redevelopment, waterfront sites, and more. And it doesn’t stop there. Edwards offers a blog and podcast—“The Real Story”—that delves into real estate from today’s news to tomorrow’s possibilities.

A Company Strong on Creativity

At EMC, creativity isn’t simply developing an ad, or even a campaign. “My clients need more than art services. They need smart services,” Edwards says. “They need to know how to rethink the marketing equation, and they need to know where their dollars should be allocated.” They also need to have a true view of what’s going on in their marketplace.

“We talk about how the consumer sees the client and the client’s product,” Edwards says. “This can be very different from what the client has believed. And this understanding is a tremendously valuable business tool.” Solar energy and sustainability. Health care. Banking. Placemaking. The creation of Citizenship 2.0. Exciting new uses of communications channels. This is EMC’s blend of clients and interests. “I think an intellectual quest has led us into these areas,” Edwards says.

What does EMC stand for? It grew from the way clients referred to the company’s original name, Edwards and McCaslin, but, Edwards says, “It’s really about making today count and planning for tomorrow. EMC means Every Moment Counts.”

Run Date: July 9, 2010

Pleasanton Weekly: Editorial

With an estimated 10,000 crowding downtown streets and sidewalks for the First Wednesday festivities this week, it’s clear that the marketing efforts and retail and restaurant attractions of Pleasanton’s historic downtown are paying off. Although profits are still on the slim side, business has picked up with far more shoppers and diners than we saw at the peak of the recessionary economy a year ago. Reservations are needed at most restaurants on Fridays and Saturdays, stores are staying open later, and night-time entertainment at Barone’s, Redcoats, Main Street Brewery and The Farmer Restaurant is attracting larger crowds than ever.

Much of this is due to the aggressive and productive efforts of the Pleasanton Downtown Association, the city of Pleasanton and a downtown merchants group skilled in retail marketing. The PDA, under the leadership of its new director Laura Olson, who has extensive business marketing experience, sponsors the Wednesday street fairs and Friday night Concerts in the Park. The merchants’ group, headed in part by marketing guru Melanie Sadek, owner of Murphy’s Paw on Main Street, has championed several successful campaigns over the past year, including a street carnival last summer that raised $20,000 for Pleasanton schools. Now it’s gone a step farther, creating and selling discount coupon books with the goal of raising $100,000 for the school campaign under way by the Pleasanton Partnerships in Education (PPIE) Foundation.

The coupon books, designed and produced by Dee and Rob Nitzsche, owners of Your Stage Toys in collaboration with Allegra Printing, include pages of coupons from 40 merchants who each paid $130 to cover the cost of printing. They’re being sold at a number of downtown stores and restaurants for $10 each and offer discounts up to 50 percent at some establishments. Using just two or three of them more than reimburses the buyer and sends every cent of that $10 purchase price to PPIE.

But that’s not all. An advisory group has been meeting regularly to focus on making Pleasanton’s downtown more of an entertainment destination. Working under the auspices of the Santa Cruz-based Responsible Hospitality Institute (RHI), a national consulting agency, representatives of the city and civic and business organizations are looking at areas where downtown attractions might help boost the downtown entertainment sector while also driving more business to local shops and eateries. Suggestions so far include more late night eating places, especially those that might serve desserts to after-theater crowds once the new Firehouse Arts Center opens in September, and sidewalk food vendors to cater to the after-10 p.m. crowds. Other ideas range from theme nights that cater to certain age groups, staggered closing hours in different downtown zones, “What’s Happening?” bulletin boards at downtown kiosks, and live music and performers on downtown sidewalks.

Another outside agency has been hired by the city through its Economic Development Department, headed by Pamela Ott, who once was executive director of the PDA. She has contracted with Danville communications agency EMC Creative for some initial marketing research. In its first presentation to the city’s Economic Vitality Committee, EMC reported that its initial public survey showed considerable interest in more downtown entertainment and a larger variety of stores and restaurants. Peet’s Coffee and a Gap store were among requests made to EMC, even a movie theater. EMC will make a second —and more detailed—report at an upcoming meeting of the Vitality Committee, which will then consider recommendations on how to proceed.

Additions to the downtown that almost everybody liked are the sculptures that have been on display on downtown sidewalks since April. Created by internationally known sculptor J. Seward Johnson, they made their final appearance at last Wednesday’s street party before being moved to another city. More of these kinds of unique exhibits along with the creative thinking of the committees and consultants working to add greater vitality to downtown Pleasanton bode well for a business district that is seeing economic recovery.

Run Date: March 12, 2010

Pleasanton Weekly

Two outside consulting agencies have been hired to help the city and the Pleasanton Downtown Association come up with marketing and nightlife entertainment strategies that can attract more people to Pleasanton’s downtown.

The efforts coincide with a ray of economic light that more shoppers and diners are visiting downtown stores and restaurants after a post-Christmas lull that’s been absolutely dreadful. Some merchants such as Thriving Ink are seeing more activity, with owner Brenda Dronkers re-opening the garden patio behind her Main Street store. Business is also good at Redcoats British Pub and Barone’s Restaurant, both for regular diners and the two establishments’ entertainment and dancing venues.

It’s these successes that the PDA, with the help of the city-paid marketing program, hopes to replicate up and down Main Street.

For the city’s part, it has contracted with Danville communications agency EMC Creative for some initial marketing research. EMC will define the marketing strategy that the PDA and downtown merchant group leaders Mike and Melanie Sadek of Murphy’s Paw have put into place, which has included discount coupons and later evening hours, even on Saturdays.

Because it’s a city-financed effort, EMC won’t limit its strategic thinking to just the downtown, but will also include retail centers in other parts of Pleasanton. Stoneridge Shopping Center, which has its own marketing team, will continue on its own.

EMC’s a good choice for the marketing job. Since its founding in 1980, it specializes in master-planned and urban/suburban communities in Northern California. Its professionals are now interviewing realtors, commercial brokers, and other stakeholders, including building owners who need tenants.

When sales tax figures are announced for the fourth quarter of 2009 in a week or two, EMC also will analyze that data to see what sells the best downtown and, based on its survey work in other retail centers, what downtown Pleasanton could do to attract more shoppers. Questions asked at the crowded First Wednesday street parties in the summertime show many who participate in these events come for the fun but seldom or never to shop.

Run Date: December 23, 2009

KPIX/CBS 5

Kristine Gilmore, Office Manager at EMC Creative, tells CBS 5 News how she and the agency creatively raised and donated more than $1,000 during the 2009 holiday season to the Contra Costa Food Bank.

Run Date: September 26, 2009

San Mateo County Times

ON THE MARKET: THE DAILY NEWS REAL ESTATE GUIDE

West Coast Green, one of the nation’s most popular annual conferences focusing on green and sustainable issues will welcome Colleen Edwards, host of “The Real Story” during the event’s October 1-3 presence at Fort Mason in San Francisco.

“Without a doubt, West Coast Green has attracted the industry’s most impressive collection of top environmental innovators and thought leaders this year at Fort Mason,” says Edwards. ”We’re looking forward to interviewing many of these pacesetters for ‘The Real Story,’ engaging them one-on-one about what’s really occurring in terms of advances, challenges and opportunities in green and sustainable building and lifestyle practices.”

West Coast Green is an annual conference launched out of a need for a common conversation for decision makers influencing the greening of the built environment. Today, four years since its inception, West Coast Green continues to provide dynamic, big-picture, systems-thinking education, strategy, connections and professional development to these leaders.

Edwards is bringing the production team of “The Real Story” on-site to Fort Mason on Friday, October 2 and anticipates a full day of covering West Coast Green’s revolutionary products, emerging trends and inspiring creators.

Colleen Edwards, host of the on-line resource “The Real Story with Colleen Edwards” visits the West Coast Green exhibition on Friday, October 2 at Fort Mason in San Francisco.

“Against the backdrop of a rapidly changing real estate market, ’The Real Story’ has always had an emphasis on these types of issues and products—we certainly know that living green and incorporating environmentally-sound construction techniques are top of mind with many people and companies,” said Edwards. “With our blog, podcasts and regular content updates, we’re providing an all-inclusive on-line resource for those individuals wishing to stay current or learn more about the industry’s evolving landscape.”

Each year West Coast Green has grown to meet the needs of industry leaders, practitioners and homeowners; this year the conversation will deepen to include a focus on the intersection of the built environment and technology. And, attendees can gain exposure to products within the Cleantech sector that have the greatest ability to reduce global warming such as solar, wind and waste reduction.

At West Coast Green over 300 exhibitors will showcase the latest in resource-efficiency among a stunning array of green and healthy building products. Over 100 experts and visionary leaders will be presenting their latest developments, insights, and inspiration at the expanding frontiers of the field. And over 14,000 attendees including the entire chain of professionals and decision-makers rarely reached by other conferences are expected.

Run Date: August 16, 2009

San Jose Mercury News

Visit TheRealStoryBlog.com for a Webcast of the recent housing market panel presentation featuring industry thought leaders from Zillow.com, CBS MoneyWatch and CMG Mortgage, presented by KCBS 740 AM and moderated by The Real Story’s Colleen Edwards.

KCBS sponsored another of its popular Business Mixer events with Edwards, host of KCBS.com’s informative The Real Story online real estate resource.

The event was titled “Making Lemons Into Lemonade—Practical Tools to Help You Squeeze Opportunity from a Sour Economy” and attracted a capacity audience July 30 at the Lesher Center for the Arts in Walnut Creek.

Edwards was joined onstage and led a panel discussion about housing market issues with Zillow.com’s chief economist Stan Humphries; Alison Rogers, “Ask the Agent” of CBS MoneyWatch.com in New York; CMG Mortgage president Chris George (also secretary of the board of directors of the California Mortgage Bankers Association); and Carolyn Said, a Bay Area journalist covering real estate and business.

“We presented each side of the coin—both the pain and excitement of today’s home buying market,” said Edwards, a veteran or more than 30 years in the real estate industry. “The panel delivered practical solutions to the audience, helping them to shape informed decisions about how best to navigate the ever-changing Bay Area real estate landscape.”

Each of the panelists have agreed to do a week-long podcast segment for The Real Story in the near future. Send questions to http://therealstoryblog.com/ask-colleen/. Edwards will use many of the questions in her upcoming interviews with the panelists.

Run Date: March 17, 2009

Reuters

ONLINE RESOURCE HELPS CONSUMERS NAVIGATE REAL ESTATE

DANVILLE, Calif.—(Business Wire)—Colleen Edwards, a member of the California Building Industry Foundation’s Hall of Fame, brings more than thirty years experience as a strategist for the homebuilding and land development industries to KCBS.com. Today Edwards, co-founder and CEO of EMC Creative, starts her news and information-filled blog and podcasts, ”The Real Story with Colleen Edwards.”

“Consumers need a comprehensive resource tool to research the many complex issues related to real estate,” said Edwards. “There are so many hot buttons for potential homebuyers, re-sellers and those connected with real estate.”

A fully-integrated blog and podcasts will be on KCBS.com and TheRealStoryBlog.com, presenting frank interviews with industry leaders, current news, interactive features, forums and surveys, in an easy-to-navigate format. On KCBS.com, “The Real Story With Colleen Edwards” can be found under the “Extras” and “Audio” sections of the website.

“Look at the opportunities and challenges in today’s real estate market—economic stimulus, green building, mortgage meltdowns, the credit crunch and foreclosures,” said Edwards. “There’s a tremendous amount of information to absorb. ‘The Real Story’ provides a one- stop resource for consumers to visit for critical information.”

“The Real Story with Colleen Edwards” is supported by an advertising /PR campaign, largely funded by Edwards herself. “That’s how strongly I feel about this partnership with KCBS. It’s a great opportunity to talk frankly about real estate issues that impact thousands of people and the communities that they live in.”

Meet Colleen Edwards

Colleen Edwards is co-founder and president of EMC Creative, one of the West’s premier communication agencies and a leader in strategic marketing for bankers, homebuilders and land use development companies. She was honored in 2003 with the Lifetime Legend Award by the Home Builder’s Association of Northern California recognizing her personal and professional achievements.

Edwards is a cum laude graduate of the School of Journalism, University of California, Berkeley. She is the author of “From Good Market Research to Great Marketing.” Her many contacts within real estate and related industries make her an outstanding resource for The Real Story.

Run date: November 22, 2008

While for some, each work experience is used as a tile or building block creating a path which leads to the next project, Colleen Edwards, a home building industry expert, also layers those blocks of experience to lift her up and enable her to gain a better perspective of how home building can be improved and better meet the needs of tomorrow’s buyers.

And what she sees are smaller neighborhoods, plus more and more “green” concepts being integrated into new home communities as well as a transition to “healthy home” features that embrace a wider definition of quality of life.

Commenting on this time period when homebuilders have dramatically slowed their projects and delayed some indefinitely, she is confident that great benefits will come in the future as the builders carefully examine their past practices and their plans for the years ahead. Her collaborative efforts with homebuilders have given her a positive perspective about the future of home building, not only in California but actually in many corners of the world.

“Builders won’t come back [in the months and years ahead] with the same old ‘stuff’,” she said. “They are taking time to figure out what buyers really want. And they are rethinking how they build homes, not just how to build more cheaply,” she said.
Particularly in California, where Edwards has focused most of her attention over the past few decades, she finds the builder community “is more focused” and looking beyond the homes to the complete neighborhood environment. This new focus means that land plans for new developments are carefully crafted with an eye to green living and quality of life.

Today’s master planning incorporates walkable neighborhoods with community gathering places as well as natural open spaces, she observes. Lots may be smaller than traditional ones of past years, “but we’re changing the definition of ‘your backyard’,” she said, by adding community parks and other nature features.

In newer neighborhoods there are multiple parks, there are trails for bicycling and walking, there are many features that encourage an outdoor, recreation-oriented lifestyle. School playing fields become joint-use fields, for example, so that more athletic events can be enjoyed in an area, promoting sports for players of all ages. For example, Edwards notes the Windemere community (with homes built by Brookfield, Lennar and Centex) in San Ramon, where the builders and developer teamed to create new schools with playing fields that are used during the school day as well as on the weekends, with city support for their maintenance.

And “open space” in a land plan…“it’s okay that it’s natural, not landscaped,” as the hills that ring Windemere attest, Edwards noted. Small neighborhood parks provide settings for active pastimes — games, running and play equipment — as well as social gathering spots for parents and grandparents.

“It’s a return to a small town setting,” she observed. She predicts that more and more developments will locate schools within smaller residential neighborhoods, encouraging parents and grandparents to walk to children’s schools instead of loading the youth in the car for a ride to school. “It’s just healthier,” she added. Walkable neighborhoods also encourage socialization between neighbors and enhance the daily experience.

Windermere did it — the land planners and the developers worked hard to help redefine the concept of neighborhoods and community. Others are following suit, both in the few undeveloped areas left in Northern California, as well as in areas that can be modified for a new purpose.

For example, at Hunter’s Point in San Francisco, land planners and developers are assessing the former military property, looking to repurpose some of the old buildings and “blurring the edge between old and new,” according to Edwards. The master planner, Lennar, has embraced the concept of mixed-use areas, she said.

“This [mixed-use] concept is filled with potential. It’s a 24-hour clock, not just a commute time or a school day.” People don’t just come home at night and go to sleep. Neighborhoods should reflect that, Edwards believes.

At Hunter’s Point, that means preserving the artists’ community which has occupied parts of the area for years while also building retail and residential areas. She predicts that future buyers will be “blown away” by the possibilities that the land planners and architects bring to life.

“People often don’t even know what’s in their own backyard,” Edwards said. They haven’t seen the bases and will likely be surprised at the many beautiful elements that exist in areas such as former bases — wide spaces, beautiful views, proximity to other attractions.

While builders await a better economy, they are focused on the future, and how they can better serve their buyers, offering convenient and mixed communities with a variety of services — schools, libraries, retail, transit stations and green or open spaces. Many of the same principles are being followed in infill housing projects as well, she reported. “Infills are by nature ‘green,’ because [such developments] are smaller neighborhoods, close to commute and job centers and encourage people to get out of their cars,” Edwards said.

Add in the new materials being used in construction and these developments are great for the environment and for the residents.

“All homebuilders in the Bay Area are aware” of the possibilities for change, “and are starting to integrate new thoughts, ideas and perspectives in their plans,” she said. “It goes beyond the four walls and roof,” she said.

“This slowdown is allowing builders time to test drive their ideas, to really plan carefully for future developments,” Edwards added. “Buyers of the future will have even higher expectations and I believe builders will really deliver.”

Neighborhoods which encourage social interaction among residents, and opportunities for enjoying the outdoors also will likely integrate more green features in the building of the homes themselves. Edwards likes to term it “healthy homes” instead of the narrower focus of “green homes.” This thinking “embraces the concept of healthy building materials because buyers are not only interested in energy savings, but in ‘what’s the quality of life for my family?’, she predicts.

This includes healthier paints, carpeting, flooring, ventilation options, as well as elements that insulate, provide passive heating or cooling, or make homes easier to maintain. And builders in the Bay Area are increasingly working with groups such as BuildItGreen and other programs which rate a home’s green features as well as its health, probably more so than many other areas around the country.

“Green is the norm now, and the buyers of green homes are generally more satisfied — emotionally and intellectually, they want their home to be healthier.”
Many developments in the Bay Area are seeking or have received good ratings from BuildItGreen (builditgreen.org). Ratings factor in healthy materials as well as use of recycled or sustainably harvested wood, water and energy-saving practices and the features of a complete neighborhood as the norm, she believes.

Colleen Edwards is a co-founder and CEO of EMC Creative, Danville, a communications and marketing agency that has, for nearly 30 years, worked closely with homebuilders, master-planned communities and land use development companies. She has been awarded the Lifetime Legend Award by the Homebuilder’s Assn. of Northern California and is in the California Building Industry Assn.’s Hall of Fame. In recent years, she has worked with builders and architects to research and develop housing projects in such destinations as China and Europe.

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Run date: September 1, 2008

When it comes to houses, world’s newest economic superpower embraces all things California.

Fewer than 900,000 new homes were built in the United States last year, according to the National Association of Home Builders. In China, more than 10 million new housing unites were completed in 2007, according to independent estimates.

And riding the current crest of China’s 30-year housing boom is a growing luxury market that mirrors many of the Bay Area’s suburban communities in architecture and even names.

“What’s the luxury housing market like in China?” asks Colleen Edwards, who recently visited a number of residential developments across China. “It is California Tuscan goes to China. One of my favorite discoveries during our trip was a development in Cheng-du called San Ramon.”

When China’s new wealth goes house shopping, “they want to recreate success,” according to Edwards, co-founder of EMC Creative, a marketing and communications firm in Danville. “There is so much money, and such a great desire to have what looks best from the West,” she added. “The wealthy Chinese want residences that re-create successes, especially from the West Coast, from California.” In late spring, Edwards and other toured China, visiting several planned communities.

But even with the architectural similarities, much of China’s luxury residential development retains some older traditions. One example is mao pei, the buying of a residence and completing the interior after purchase.

“There is a luxury development near Shanghai where the shells are priced at the equivalent of $9 million, and it is not unusual for a home buyer to easily spend another $2 million to finish the inside. But the lot itself is sold completely landscaped,” Edwards said.

“The Chinese are slavishly European in their taste for residential design,” said Bay Area architect Chip Pierson, who has worked with Chinese developers for more than seven years. “Here’s an example: in Beijing, there was a subdivision that was a reproduction of the Forbidden City right next to other developments that were Western and called Napa Valley and Orange County. Here’s the irony: The Europeans bought the homes in the Forbidden City; the Chinese live in the Western-style developments with West Coast names.”

Pierson is principal and general manager of Dahlin Group Architecture Planning in Pleasanton. In 2001, Dahlin Group opened an office in Beijing, which has grown into a full service firm with 40 staff.

Money, and plenty of it, has been driving the Chinese luxury market, Pierson said. “But the concept of single-family homes in China is relatively new – or at least a return to something that Chinese families haven’t had for generations.” Another part of the Chinese housing boom equation, he adds, is that many of the residential developers are people who have made their money in other endeavors. “They provide the money and pass on the designs. And, in some cases, they make huge profits,” Pierson adds.

More than American architecture has come to China. State ownership was the mantra 30 years ago. But during the past three decades, the most important economic step to private ownership has been to bring Western-style mortgages to China.

“And the mortgage market in China does resemble the U.S.,” according to Yongheng Deng, a professor at USC School of Policy, Planning and Development. Deng is a specialist in China’s real estate and mortgage markets.

“In the last two to three years, the mortgage market has grown in China. Before that it was cash,” he said, “People would just show up with cash.

“In 1998, the first mortgages were written. Three years ago, the mortgage terms became standard. And now a range of mortgage types is available. Most of them are ARMs (adjustable rate mortgages) with China’s central bank setting the rate each year. It’s not like the ARMs in the U.S., where the index for adjusting the rate relies on a number of economic factors.”

A commonly written mortgage in China today is for 20 years at 4 percent, often with low down payments. The longer, 30-year fixed mortgage, common to U.S. buyers, is little used.

“In China, there is no such things as a FICO score (a home buyer’s credit score used by U.S. lenders to determine risk). One reason is that income data is not reliable. The lender can’t rely on the income reported by a family to the government.” Families usually have income larger than what is reported, Deng said.

China’s development during the past 30 years has seen its economic position leapfrog from isolation to its position today as one of the world’s largest economic engines. A milestone economic change was the Chinese government’s shift away from providing housing. This allowed the government to pass along the financial burden to private ownership and simultaneously create a spectacular residential building industry.

China has nearly four times the population of the United States. There are more than 200 Chinese cities with a population of 1 million or more, compared with nine in the United States. More than 75 percent of this growing urban population lives in multifamily housing. And a third of Chinese city dwellers live in high-rise apartment buildings.

Low-density housing – which includes luxury homes, built for China’s newly minted wealth and a small, but growing, number of expatriates living there – accounts for less than 1 percent of urban housing.

“But don’t forget that 80 percent of the Chinese people live in the countryside,” noted Deng. “And they have been part of a nearly 30-year government program of creating private ownership. In the countryside,” according to Deng, “80 percent of the homes are now privately owned.” That compares to the U.S. home-ownership rate of about 70 percent.

With the slower economic growth in China, the housing markets have cooled in the past year. The Chinese government has imposed higher minimum down payment requirements, increased sales taxes for residential properties owned less than five years, added a 20 percent capital gains tax and stepped up restrictions on foreign investments. The investment restrictions could also be a result of the less-than-profitable building boom in Beijing during the run-up Olympics.

“There was spectacular investment in Beijing,” said Deng, “but a lot of the developments under-performed,” and the housing market softened. “The same thing that happened in Beijing is happening now on Shanghai,” he added, “which will be the site of a World Expo in 2010.”

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Such an honor! EMC Creative received a total of 8 MAME Awards from the recent Sacramento and Bay Area competitions. Of particular note: The John Laing Homes Perfect Fit Living Campaign was recognized as best campaign in both market areas, a double-kudo right on the heels of winning Best Overall Ad Campaign at The Nationals in February. We sincerely thank our clients for the opportunity—and our creative staff for their fine work. Here’s the complete list of awards:

Sacramento MAME XXXV

Award: Best Logo Design—Individual Community
Project: Mystique
Builder: John Laing Homes

Award: Best Newspaper or Magazine Ad
Project: Mystique
Builder: John Laing Homes

Award: Best Print Series of Related Ads
Project: Perfect Fit Living
Builder: John Laing Homes

Award: Best Website for a Builder or Community
Project: Mystique
Builder: John Laing Homes

Award: Community of the Year Average Sale Prices or $300 K or less
Project: Mystique
Builder: John Laing Homes

Bay Area MAME XXXI

Award: Best Overall Advertising Campaign
Project: Perfect Fit Living
Builder: John Laing Homes

Award: Best Website for an Associate
Project: www.six60sf.com

Award: Attached Community of the Year
Project: Villa d’Este Townhomes