THE POCO.
Redefining Market Velocity in Port Coquitlam
Location
Port Coquitlam
Number of Units
38 Condos
Case Study: Go to Market for the development site The Poco
Elevating Boutique Urban Living
The Background
Located in the heart of Downtown Port Coquitlam at Mary Hill Road and Kelly Avenue, The POCO is a 38-unit, six-storey boutique condominium project built by Azure Group and Rapture Developments. Nestled in a neighborhood undergoing a massive "once-in-a-generation" revitalization, the project aimed to blend contemporary West Coast living with the area’s historic heritage. With floor plans ranging from 471 to 1,318 square feet, The POCO was designed to attract a diverse demographic—from first-time homebuyers to downsizing families.
The Challenge
The Port Coquitlam market was becoming increasingly crowded with several high-profile developments (such as Porthaven and Livy) launching simultaneously. To succeed, The POCO needed to:
Differentiate from Competition: Break through the noise of larger, 100+ unit developments.
Sell the "Unbuilt": Convince buyers of the value of a preconstruction site with a 2028 completion date in a fluctuating interest rate environment.
Target a Dual Audience: Create a brand that resonated equally with young urban professionals and established local families.
The Strategy
Our approach focused on "Elevated Heritage"—positioning the project as the more intimate, sophisticated, and exclusive alternative to the larger neighboring towers.
Presentation Centre: We coordinated the build out of the Presentation Centre 1 block from the site. This allowed buyers to experience the developers workmanship and design details, removing the "imagination gap" of buying off-plan.
Hyper-Local Positioning: We leveraged the "Walk Score" by highlighting the project's proximity to the new $31M Community Centre expansion and the Traboulay Trail.
Strategic Financial Incentives: We implemented a "5% Now, 5% Later" deposit structure and early-bird VIP pricing to lower the barrier to entry and spark immediate urgency during the February 2026 launch.
Vendor Management: We orchestrated a seamless collaboration between Farzin Yadegari Architects and The Collaborative Design Studio to ensure every rendering and marketing asset perfectly reflected the high-end quartz finishes and custom cabinetry.
The Results
The strategic marketing campaign delivered immediate and measurable sales velocity:
Launch Success: Achieved a significant percentage of the project’s sales goals within the first 30 days of the February 2026 launch.
Lead Generation: Generated over 400% more inquiries than the regional average for boutique developments through targeted digital performance marketing.
Price Premium: Successfully commanded pricing from $389,900 to nearly $1M, achieving a per-square-foot premium compared to older wood-frame stock in the Central PoCo area.
Market Sentiment: Established The POCO as the "sophisticated choice" in Downtown PoCo, attracting a high-quality lead list of over 1,000 registrants prior to the public opening.
The Takeaway
The success of The POCO proves that for boutique multifamily projects, depth of brand exceeds breadth of reach. By utilizing smart marketing campaigns and a narrative that honored the local heritage while promising a modern lifestyle, we were able to create a "sold-out" mentality in a highly competitive market.
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