RIVER ISLANDS

USING PARALLEL PATHS TO CREATE A HOME FOR BOTH BUILDERS AND BUYERS

SITUATION

The Cambay Group, the developers of this large, mixed-use master-planned community, faced two challenges. First, signing up quality home builders willing to participate in a multi-decade project. Second, attracting qualified buyers to a community located far from the employment centers of the Bay Area.

SOLUTION

To speak to builders, we developed a comprehensive Marketing Program that gave each builder the benefit of being part of a collective, coordinated effort. The resulting success of their projects has made it an easy decision to reinvest in River Islands. To speak to buyers, we created a brand based on community, affordability, and overall quality of life. And while the targeted audience has shifted over the years, our approach has remained consistent.

SUCCESS

After just a few years, River Islands has become one of the most successful master-planned communities in the country, attracting high-quality home builders and buyers eager to be a part of a lifestyle they can’t get anywhere else for the price.

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