Northpoint Realty Development

Launch event triggers sales for RE development

Northpoint Realty Development is a respected real estate developer that has built and sold more than 1,000 high-quality condominiums in Massachusetts' Merrimack Valley, southern New Hampshire and south Florida. The company's ability to sell out residences in a timely manner depends largely on developing a positive image for each development and conducting extensive outreach among target buyers.

The Challenge

"Our Powder Mill party presented a series of logistical challenges, and PAN handled them quickly, efficiently and strategically. Judging by people's responses that night, the event was a tremendous success. PAN has been a true partner in our event-planning initiatives."

Louis P. Minicucci, Jr.
Principal

In late September, with construction still going on, Northpoint engaged PAN to stage an event that would unveil the long-awaited Powder Mill Square project in Andover to real estate brokers and potential buyers. PAN undertook the challenge to schedule the event on a short time frame, in late October, to showcase the project in a lively fall setting and promote it widely before the usual region wide winter lull in home sales.

The Approach

PAN employed the same techniques it did staging three other events for Northpoint – but on an accelerated timetable. PAN developed the theme – "Fall into the Future" – and handled the entire event, making outreach to media, handling RSVPs, logistics, police detail, food, beverages, flowers, entertainment and décor. The company promoted an array of giveaways that included Northpoint’s offer to pay closing costs for buyers who commit by a certain date. When a week of particularly heavy rains forced the event to be moved inside Powder Mill Square, PAN reworked the entire plan in a matter of days to accommodate large crowds in a series of rooms on one finished floor.

The Result

The event went just as smoothly as any of the three prior Northpoint events – despite the late change in venue. More than 175 real estate brokers, potential buyers and members of the community attended, joined Northpoint officials on tours and voiced positive comments on the project's unique layout. Media outreach resulted in a series of placements, including a Boston Business Journal piece with a photo of the project and a description of the no-closing-costs offer promoted during the party.