When One Word Changes Everything
Sometimes, it’s hard to understand a concept until it’s drawn out, with specifics. We’re thinking about architecture and physics and (gulp) algebra. The Anatomy Profiles we do for brands are the same, except less terrifying than tricky math problems with letters.
We can talk about Anatomy Profiles and explain them, but they sometimes just need a real-world example so they can be easily digested. Pine Canyon, a luxury golf community in Flagstaff, Arizona, is the ideal illustration of the impact our Anatomy Profiles, the first step of our L.A.B.S. system, can have.
Prior to working with WHYFOR, Pine Canyon was selling houses. Pretty straight forward for any developer. To be specific, the community tucked into the Ponderosa pines of northern Arizona, was selling luxury cabins with list prices that many times required multiple commas.
Anyone who stepped foot onto the immaculate grounds at Pine Canyon, which enjoys views of the San Francisco Peaks and frequent visits from area wildlife, could feel that the community was special. It wasn’t just another housing development, with a playground and a bank of mailboxes.
Pine Canyon was a destination, and one’s arrival there meant something. And that feeling needed to be communicated — because, up until then, it wasn’t. Pine Canyon wasn’t using language that inspired its audience to act. It wasn’t conveying its unique benefits, beyond a house.
WHYFOR stepped in and changed that. Anatomy Profile work uncovered a unique differentiation for Pine Canyon, which was actually selling a home — a place where someone belongs — instead of just a dwelling. A minor but gigantic detail.
After implementing tactics drawn from the Anatomy Profile, Pine Canyon’s leads increased by 40% and the real estate team exceeded sales goals by 53%.