THE CLUBS OF CORDILLERA RANCH

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In March 2004, a masterfully executed media campaign by Goswick & Associates transformed Cordillera Ranch, a luxury private golf community, into one of the most talked-about developments in Texas. Through a combination of strategic planning, personal engagement with key journalists, and leveraging well-timed media opportunities, the campaign not only garnered extensive media coverage but also generated significant real estate sales.

Strategic Vision

The goal was clear: to create a high-impact news story that would elevate Cordillera Ranch above its competitors in the luxury golf community market. This was no small feat in a landscape already crowded with high-profile developments. Goswick & Associates recognized that to stand out, they needed a strategy that would not only capture attention but also drive immediate sales.

Reporter Selection

The first critical decision was selecting Barbara Powell of Bloomberg News to cover the story. Known for her journalistic integrity and broad reach, Powell was the perfect choice to lend credibility to the narrative. Her experience with the Associated Press and reputation for balanced reporting meant that the story would be taken seriously by readers and other media outlets alike.

Event Coordination

To maximize impact, a VIP event was planned, attracting around 300 attendees, including key figures and golf personalities. Understanding the importance of personal engagement, Goswick & Associates arranged for Powell to be personally escorted to the event. This ensured that she experienced the full scale and luxury of Cordillera Ranch, making her coverage all the more compelling.

Crafting the Narrative

Goswick & Associates worked closely with journalist Ralph Bivins to create a broader category story that would include competing golf course designers and developments, such as those by Tom Fazio and Jack Nicklaus. By doing so, they positioned Cordillera Ranch within a larger, more appealing context that highlighted the development’s unique selling points while also tapping into the prestige of established names in the industry.

Exclusive Coverage

Timing was everything. The story was strategically pitched for the cover of the San Antonio Express-News Business Section on April 4, 2004, coinciding with the high-profile NCAA Final Four event in San Antonio. This ensured that the story would receive maximum visibility. The placement was secured, and the article ran prominently, catching the eye of a wide audience just as the city was buzzing with excitement.

Results

The results of the campaign were nothing short of remarkable. The story was syndicated across major newspapers, including the Houston Chronicle, Miami Herald, Chicago Tribune, and Philadelphia Inquirer, significantly amplifying its reach. In addition to print media, paid television commercials aired during The Masters on April 10 and 11 in key markets, further boosting Cordillera Ranch’s visibility.

Sales Surge

The impact on sales was immediate and impressive. From May 1 to August 15, 2004, Cordillera Ranch sold over $14 million in pre-developed lots. This initial momentum laid the foundation for the long-term success of the community, which continues to thrive today as a 12,000-acre development with thousands of sold properties.

Conclusion

This case study illustrates the power of a well-crafted and executed media strategy in the luxury real estate market. By building strong relationships with key journalists, creating a compelling narrative, and timing the release of the story to coincide with major events, Goswick & Associates was able to generate significant long-term value for Cordillera Ranch. The approach serves as a blueprint for future campaigns aiming to drive real estate interest and sales through strategic media exposure.

Key Takeaways:

- Personal Engagement: Establishing trust with journalists through personal interactions can lead to more favorable and impactful coverage.

- Strategic Narrative: Positioning a development within a broader category story can enhance its appeal and reach, drawing attention from a wider audience.

- Timing and Synergy: Aligning media efforts with major events can significantly boost a campaign's visibility and impact.

The success of this campaign demonstrates how meticulous planning, strategic media placement, and personal engagement can turn a luxury real estate development into a must-have destination for affluent buyers. Goswick & Associates effectively used these tactics to create a lasting buzz around Cordillera Ranch, driving both immediate and sustained success.