Case 01 · Crescent by Grandstone Homes (Ladner, BC)
90 Days to Build Prelisting Demand
Before Crescent hit MLS, Grandstone Homes needed buyers, Realtors, and a credible developer brand to show up at the same time – a brand-new developer name, no listing yet, ninety days before pricing had to be locked. Without prelisting demand, the launch would land into silence and pricing would be guesswork. We built the developer brand and the launch system in parallel: identity, CRM, Realtor event, paid and organic media, signage, and follow-up. The result: 125+ waitlist registrants, 200+ tagged CRM contacts, 41% email CTR, and 50+ Realtors in the room before MLS went live.
Results at a glance
Full numbers ↓- Follow-up SLA on every prelisting registration
- <24h
- Email CTR – over 10× typical real-estate benchmarks
- 41%
- Tagged CRM contacts handed off before MLS went live
- 200+
Lead response
Conversion lift
Pipeline visibility
01 · Problem
The starting point.
Context
Crescent needed more than a promo rollout. It needed to introduce Grandstone Homes to the market for the first time – a boutique build of three homes (two duplexes with lofts + Delta's first two-storey garden suite) in Ladner, BC – in a way that felt polished, credible, and visibly distinct from whatever was selling next door. The build is delivered with sister-company JD Stone Enterprises, a BC Housing-licensed residential builder, and every home is backed by the 2-5-10 New Home Warranty.
The launch strategy was built around three priorities: position Crescent to sell effectively – presenting the homes in their best light and helping buyers connect with each space; establish Grandstone Homes in the market with a strong, credible first impression anchored by the founders' 'new kind of balance' brand promise and the cairn-inspired logo mark; and create sustained interest and momentum through leads, brand assets, and scalable marketing systems.
All of it required active budget oversight across a phased, multi-month rollout, with spend held against launch priorities rather than spread thin.
Challenges to solve
- Developer brand identity + project brand identity
- Staging and visual production
- Organic and paid media
- Digital collateral
- CRM setup and lead capture
- Realtor outreach
- Listing platform visibility
- Live event promotion and follow-up
02 · What I did
The plan, and the moves.
Plan
- Brand goal: introduce Grandstone Homes as a polished, detail-focused, high-quality developer
- Brand goal: engage 50 to 75 Realtors
- Brand goal: produce a cohesive set of brand-aligned materials for use across Crescent and future projects
- Lead gen goal: generate 150 to 250 total leads across buyers and Realtors
- Lead gen goal: capture 15 to 25 qualified buyer leads
- Lead gen goal: build a CRM foundation of 200+ tagged contacts for future Grandstone launches
- Full launch stack behind both: staging, photo and video, signage, a Realtor event, digital PDFs, CRM setup, printing, mass SMS, REW One, webpages, and the rollout schedule that kept the moving parts from colliding
Actions & what changed
Action
Built prelisting momentum through coordinated brand rollout, paid and organic media, Realtor outreach, and event promotion
What changed
Generated measurable early-market traction before listings launched online – stronger visibility, waitlist growth, in-person attendance
Action
Supported developer and project identity across launch materials, digital assets, signage, and event touchpoints
What changed
Stronger first impression for Grandstone Homes, more consistent and credible market entry
Action
Created messaging, branding, invitation design, and event structure for the VIP Realtor event
What changed
Higher Realtor engagement, built anticipation ahead of launch, polished first interaction
Action
Led writing, design, layout, and production for the digital collateral suite
What changed
Buyers and Realtors got clearer, brand-aligned tools to understand the project, the area, and the homes
Action
Executed across paid media, Instagram, email, SMS, REW, webpages, signage, and live events
What changed
Launch read as one coordinated motion instead of fragmented activity – better reach, better consistency across every touchpoint
Project timeline
Phase 1
Foundations (Weeks 1–3)
- Locked developer + project brand systems, voice, and visual standards
- Stood up CRM, lead tags, and intake forms before any media went live
- Built the 90-day workstream schedule so production, media, and event prep didn't collide
Phase 2
Build & stage (Weeks 4–7)
- Staged the show home and produced the photo + video package
- Wrote and designed the digital collateral suite (PDFs, signage, web pages)
- Ran Realtor outreach + VIP preview invitations against a tagged target list
Phase 3
Launch & momentum (Weeks 8–13)
- Phased rollout across paid media, Instagram, email, SMS, and REW One
- Hosted the VIP Realtor preview, then the public grand opening
- Handed off a tagged 200+ CRM, brand kit, and rollout playbook for the next project
Before the prelisting system vs. after
What changed between a cold-start developer launch and the system Grandstone now reuses on every project.
Before
- No developer brand in market – buyers couldn't place who was building
- No CRM, no tagging, no way to follow up on early interest
- Promo activity ran in pieces, with no shared schedule across vendors
- Launch credibility had to be re-earned from scratch every project
After
- Polished, recognizable Grandstone identity carried across every touchpoint
- 200+ tagged CRM contacts and 125+ waitlist leads handed off before MLS went live
- One coordinated rollout schedule across paid, organic, Realtor, and event
- Repeatable launch system ready for the next Grandstone project on day one
03 · Outcomes
Quantified results.
By the numbers
51
Posts and stories published in 28 days during launch rollout
30.1K+
Instagram profile views
550+
Instagram profile link clicks
57,938+
Paid ad views on less than $300 in spend
41.18%
Click-through rate on marketing emails – 4 in 10 openers clicked
125+
Waitlist registrants
15,058
Mass texts sent to support Realtor outreach and event awareness
50+
VIP Realtor preview attendees
25+
Grand-opening open house attendees
Bottom line
By the time MLS went live, Crescent was carrying momentum, not chasing it. The same launch system – the brand, the CRM, the workstream schedule – became the foundation for every Grandstone project after this one.
90 Days to Build Prelisting Demand – project gallery
Similar services.
Scope a project on any of these directly, or send the brief and we'll sequence them together.
Go-to-Market, Launches & Events
The 90-day prelisting playbook end-to-end – rollout schedule, VIP preview, grand opening.
Brand Strategy & Identity
Developer + project identity systems built to carry past the first launch.
Marketing Technology
CRM, tagging, and lead capture standing up before any media goes live.
FAQ
Answers, briefly.
- How was the launch standard implemented?
- Brand, CRM, tagging, and the 90-day rollout schedule were stood up in the first three weeks – before any media went live – so production, paid, Realtor outreach, and event prep ran on one shared calendar instead of colliding mid-flight.
- What was the timeline?
- Roughly 90 days, end-to-end. Weeks 1–3 for foundations, weeks 4–7 for staging, production, and Realtor outreach, weeks 8–13 for phased media rollout, the VIP preview, and the grand opening.
- What did success look like?
- By the time MLS went live: 125+ waitlist registrants, 200+ tagged CRM contacts, 41% email CTR, and a launch system the developer could reuse on every Grandstone project after it.