NEW CANAAN BOARD OF REALTORS UNVEILS
#LIVENEWCANAAN CAMPAIGN TO ATTRACT HOME BUYERS
JUNE 6, 2019—The New Canaan Board of Realtors today announced a #LIVENEWCANAAN marketing communications program to attract home buyers to the town. The Board has engaged Co-Communications, an award-winning marketing, PR and design firm with extensive experience in residential and commercial real estate, and a strong track record of raising awareness for communities and real estate organizations, to implement the ongoing effort.
“We have long felt a need to reach out to potential buyers in targeted locations like New York City and towns surrounding us to showcase the many advantages of living in New Canaan and support our market,” said Board president Janis Hennessy. “We were delighted to find in Co-Communications a team of professionals with the experience and talent to develop and implement a strategic plan we believe will help support home sales this year and beyond.”
With offices in Connecticut and New York, Co Communications has generated award winning marketing communications programs for the town of Ossining during its Bi-centennial year, the Palmer Hill luxury development in Stamford and a range of national and local real estate organizations. Founder and president Stacey Cohen comments, “We are excited to be working with the New Canaan Board to highlight life in New Canaan to potential buyers. There are so many assets to work with —from the vibrant, walkable village, to top-rated schools, to the endless list of community and family focused events and organizations.”
The first phase of the #LIVENEWCANAAN program was to conduct research among recent buyers and identify why they chose to purchase their homes here. Buyers were asked what other communities they considered and what features and benefits of New Canaan motivated them to choose the town. The results showed that top schools, a walkable town center, a strong sense of community, proximity to New York City and relative value were the leading priorities. This information was also consistent with results of a survey of New Canaan realtors done by the Board late last year.
Co Communications and the Board will build on this information to develop stories and target the most effective channels to reach potential buyers.
The program will, and has begun to, generate positive media coverage of New Canaan real estate in regional and national lifestyle and mainstream media outlets and real estate trade press, as well as with bloggers and online influencers. A robust real estate-focused website, livenewcanaan.org, has been created and includes targeted messaging about the benefits of living in New Canaan, including video testimonials and information about weekly open houses and homes on the market. Potential buyers can gather a wide array of enticing information about living in New Canaan through content and links to other related town sites.
The #LIVENEWCANAAN effort also includes an extensive social media campaign on Instagram and Facebook, as well as periodic in-town media events for bloggers and online influencers.
“This is an ambitious program, and we are very excited about it,” comments Lori Kelly, Executive Director of the New Canaan Board of Realtors. “It will require a lot of content and support from our members and the community, and we will welcome testimonials, posts and photos of what makes living in New Canaan great. In the end we all will benefit from increased activity in the real estate market.”
Contact: Danielle Cyr