VIVA
Redefining Urban Vibrancy in Surrey.
Location
Surrey
Number of Units
68 Condo Units
Case Study: Brand Strategy, Digital Funnel, & Community Engagement
100% Sold Out
The Background
Located in the prestigious and established neighborhood of Sullivan Heights, Surrey, The Viva was designed to offer a modern twist on suburban living. With only 71 units, the project was a boutique offering in a community dominated by single-family homes and older townhouses. The goal was to attract "move-up" buyers and young families who wanted the Sullivan lifestyle without the maintenance of a detached home.
The Challenge
While Sullivan Heights is a highly desirable area, it presents unique marketing hurdles:
The "Niche" Audience: Unlike downtown projects that cast a wide net, this required a surgical approach to reach local families and downsizers specifically attached to the Sullivan area.
Supply Scarcity vs. Awareness: Because the project was smaller (71 units), we had a limited budget compared to massive high-rise developments, meaning every dollar spent on lead generation had to convert.
Architectural Integration: The brand needed to feel "fresh" and "vibrant" (true to the name Viva) while still respecting the quiet, residential character of Sullivan Heights.
The Strategy
We leaned into the "Boutique Advantage"—focusing on community, quality, and the rarity of the offering.
The "Local Hero" Campaign: We focused heavily on hyper-local SEO and social targeting, specifically highlighting proximity to Goldstone Park and Sullivan Heights Secondary. We positioned The Viva as the "missing piece" of the neighborhood.
Visual Storytelling: Our creative direction used "Warm Modernism." We showcased the 71-unit scale as an advantage, emphasizing a tighter-knit community, larger floorplans, and more privacy than a typical Surrey high-rise.
High-Touch Lead Nurturing: With fewer units to move, we prioritized quality over quantity. We implemented a concierge-style email drip campaign that educated registrants on the specific finishings and local amenities, building high trust before the sales center even opened.
Community-First Launch: We hosted a "Neighbors First" preview event, allowing local Sullivan Heights residents to see the plans before the general public, which generated significant "word-of-mouth" momentum.
The Results
The boutique focus resulted in a rapid sell-out and high price-per-square-foot benchmarks for the area.
Rapid Sell-Out: All 71 units were sold within 6 months of the initial launch phase.
Conversion Rate: Achieved a 14% registration-to-purchase conversion rate, significantly higher than the industry standard.
Targeting Accuracy: 65% of buyers originated from within a 10km radius, proving our hyper-local strategy hit the mark.
Premium Pricing: The project achieved record-breaking price points for wood-frame construction in Sullivan Heights at the time of sale.
The Takeaway
In a neighborhood like Sullivan Heights, intimacy is a selling point. By focusing on the 71-unit scale as a "limited collection" rather than just a development, we created a sense of urgency and belonging. We proved that a data-backed, community-centric approach can outperform massive advertising spends.
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