FEM Real Estate has been a leader in developing, owning, and managing commercial real estate across the United States for over forty years. For their first residential project, they are developing South Beach at Long Branch, a very high-end, luxury condo building on the Jersey Shore. South Beach is the highest-priced ultra-luxury, oceanfront residential project in the region – and it’s truly the best of the best.
But FEM had a problem: sales were flat. They recognized that something wasn’t connecting with their brand and their target audience. So they engaged Pace, for help branding and marketing the project. Together, we created a whole new look and brand for South Beach at Long Branch. Here’s what we did.
Positioning the Project
We positioned the luxury development as “a Miami vision for the Jersey Shore,” because this really was the client’s vision for the project: to create something new in the area, bringing all the flair and style of Miami’s South Beach to New Jersey.
Artist’s rendering of South Beach at Long Branch
Initially, FEM hired Pace to create a new brochure (both traditional print & digital/downloadable versions):
Brochure created by Pace for South Beach at Long Branch
After seeing how we crafted the brochure, FEM had us go further by also developing:
- A new/refreshed website to complement the look and feel of the new brochure
- All-new floorplan templates
- A new corporate logo for FEM
- A new corporate website for FEM
A few of the web pages from the website Pace created for South Beach at Long Branch
How Our Vision Helped Define a Miami Vision for the Jersey Shore
In a very short period of time since the launch of our new branding for South Beach, the project is now 40% sold. Remarkably, these were all pre-construction sales that occurred before a model was even available for buyers to see. We effectively enhanced the South Beach at Long Branch brand to help attract buyers from Brooklyn, New York City, and New Jersey – and helped elevate sales for the builder. At the same time, we raised the bar for other projects to follow in this coveted destination on the Jersey Shore.
FEM’s Miami vision for South Beach at Long Branch includes an outdoor saltwater infinity-edge pool overlooking the ocean, shown here in an artist’s rendering