Project
Educate political and community leaders about development of a luxury property
Situation
Owners of 17 prime acres ideally located just north of the Capital Beltway executed
a contract purchase agreement with Centex Homes to build a residential
community comprising single family and town homes. As the purchaser, Centex
Homes pledged to be sensitive to neighbors, the environment and the historical
uses of the property.
Strategy
- Introduced Centex to local government officials as a top-tier residential builder
- Ensured a continuous open dialogue between the land owner and Centex
- Met individually with all political leaders
- Hosted meetings with community leaders in the surrounding neighborhoods
- Arranged meetings with members of the Planning Board
- Held a number of meetings with the executive committee at The Music Center
at Strathmore
- Generated balanced media coverage
Results
Considerable time was devoted to identifying and meeting with the right
neighbors, community leaders and politicians, to solicit their thoughts. Centex
met its commitment and revised the final plan to reflect its effort to respond
intelligently and well to community reaction and ideas. Timely media coverage
aided Centex’s progress.
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