Luxe – mid-rise condominium conversion in Seattle’s Queen Anne neighborhood.

Luxe is a mid-rise 38-home apartment-to-condominium conversion project on lower Queen Anne in Seattle. Matrix was hired by Seattle developer John Links to manage the sales and marketing of this project.

Matrix managed the sales process from legal documents through hiring and managing the sales team through the final closing. Marketing services included collaborating with the interior designer to identify our target market, and managing the graphic designer through the branding process including development of the logo, website, print collateral, permanent signage, marketing signage and advertising.

Sales began well in 2007, but as the 2008 economic downturn began our marketing efforts ramped up accordingly. In addition to traditional advertising, we tried many new online sources. Low-cost, hands-on marketing included personal outreach to local real estate brokers, special events in the atrium and penthouse, and direct mail incentives to potential buyers offering them gift certificates when they return to tour Luxe again.

Matrix handled the sales and marketing on an ongoing basis, managing the agenda for weekly sales team and developer meetings, keeping a list of construction progress by home, walking the homes for punch items, releasing homes when they were ready to sell, and managing the sales through closing.

In the end, in a time when many developers were losing their projects to the bank, we were able to hold prices firm enough for this developer to sell out and finish the project.