Planned Community Developers – Marketing Case Study

Planned Community Developers (PCD, originally Sugar Land Properties) was one of the first developers on the scene in the mid ‘80s when southwest Houston began its evolution into the prize-winning master planned community now known as First Colony. Today PCD is a successful mega-developer of multi-use facilities including Class A office space, luxury homes, festive retail, hotels and more.

The Marketing Problem
MMI was hired in 1986 with the task of promoting First Colony as a preferred Houston neighborhood. Since then, as PCD has grown, there has been a succession of challenges, ranging from overcoming competition to influencing municipalities and investors.

Our Solution
MMI has continued to successfully market this project for 23 years, creating and implementing successful programs targeting both active and passive home buyers, Realtors, commercial retail brokers, commercial office brokers, lenders, influencers, corporate relocation specialists, prospective tenants, municipalities, media, and real estate investment markets (REITs, etc.).

Projects have included:

  • Announcing and marketing mid- and high-rise units for lease and purchase
  • Marketing shopping centers for sale to investors
  • Creating presentations to secure anchor tenants
  • Generating marketing support to substantiate retail demand
  • Marketing $3 million+ homes
  • Building a reputation for community schools and low crime rates

The Results
When we began our work with PCD, First Colony was fourth in market share in the Houston residential market. Within 12 months of partnering with MMI, First Colony moved to number one in market share, while reducing its marketing spend.

Over the years, we have created success after success, generated unprecedented press coverage, orchestrated ground breaking events, invented bulldozer races, helicopter tours, treasure hunts and more to keep PCD and its projects in the limelight. We continue to create success stories for this client 23 years later (see SugarLandTownSquare.com) and maintain a stellar reputation within this community of real estate professionals.

Lesson Learned
MMI is a long-term partner — not only with PCD, but with a number of clients. We are as flexible as you need us to be, and we always keep our eye on the future.