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Site Plans that Sell

The following checklist is offered as an annotation of features where planning with a marketing goal can be considered. It can vary infinitely based on the specifics of the site and the creative efforts of the designers. Pre-planning a consecutive series of positive impressions delivers the prospect to the leasing door with a positive expectation and an attitude of acceptance even before contact with a leasing agent or a model unit.

I. THE SITE PLAN'S ROLE IN MARKETING
Much of the evolution of housing focuses on cost efficiency and feature trends. Although these concerns remain valid, a higher awareness suggests architects and planners can play an integral role in assuring the marketing success of projects as well. An assessment of the site plan should judge it as a "stage set" whose goal is to create a strong initial impression that elevates consumer expectancy by showcasing the project in a pre-determined manner. Architects and land planners should be advised land plans must rise above physical concerns of amenity placement, building separation, and density, and speak to this higher calling.

II. SITE CONCERNS THAT IMPACT FIRST IMPRESSIONS
Designers and planners need to address not only the role they play in the visual composition and how they can impact the marketing process using messages conveyed throughout the campus plan.
  • Imply Security
  • Develop Visual Privacy
  • Attack All the Senses
  • Generally Avoid Rigidness and Rectilinear Relationships
  • Show Quality Conspicuously
  • Elevate the Prospect's Self-Image
  • Position Major Investments for High Impact
  • Treat the Prospect as Special