4S Ranch – San Diego, CA

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Project: 4S Ranch – San Diego, CA

  • Master-planned community comprised of 2,900 acres, with over 4,700 single and multi-family homes, a retail and commercial core, and over 1,600 acres of parks, conservation and multi-purpose open space.
  • The community was launched in the early 2000s and was built out in 2014.

Development Company:  Newland Communities

Services:Envisioning, brand development, marketing & advertising services, budget development & management, market research, website development, public relations, and customer journey experience.

Brand Story: The Perfect Place to Come, Sit & Stay. It’s a special place located somewhere between wishes and memories. Where neighbors wave from their front porch as kids scoot past on their bikes. With miles of hiking and biking trails, plenty of parks, a Boys & Girls Club, and the brightly lit shops of 4S Commons, you’ll find lots of ways to make memories that will last a lifetime.

Marketing Challenge:  The community was built during the real estate “boom” in 2005 and enjoyed brisk sales throughout 2008, when competing communities began to be built in the region. When competing communities began to siphon off sales from the community, the national builders demanded a more aggressive marketing strategy to ensure they continued to meet their sales objectives. The marketing team at Newland Communities, re-branded the community through the development of a new website, user-friendly marketing materials, a redesign of the Welcome Center and a series of on-site customer and resident events. Through more strategic and targeted marketing, the community was able to return to its successful sales pace of more than 100 units per month throughout 2009.