Celebration fires up home sales.

As an affordable housing community in a redevelopment area of San Francisco neared sell-out, traffic had leveled off. The interest list needed an infusion of new prospects.

Objective:

To spice up the traffic to the sales office and help encourage community spirit. Challenges included: strict income and equity guidelines, a difficult and confusing application process, and a transitional location that had long felt disconnected from the rest of San Francisco.

Solution:

In tribute to the residents of the community, 90% of whom were of Chinese background, EMC worked with a cultural consultant to stage a Chinese New Year Celebration. The event attracted some 200 residents, friends and neighbors to welcome in the Year of the Rabbit.

Activities included traditional lion dancers, a tea ceremony, fortune-telling, magic acts, live music and a luncheon of “good luck” foods.

Result:

A reenergized interest list with enthusiastic prospects that propelled the community toward its sell out.