Problem:  How to position a new, and complex, real estate project?
50 West Broadway is a real estate project consisting of, approximately, 150 rental units located in an area of South Boston with changing demographics. As such, this was a complex positioning problem with many issues to resolve. The group consisted of about fifteen indiviuals including company executives, sales peple, and consultants. The issues that had to be addressed were the name of the project, what it was, the location, what were the key interests of potential renters, and how were the renters defined etc. They have since said that the process was extremely helpful with getting agreement on the answers to these very difficult questions. In essence, they were able to agree on their main message including the six key selling interests of prospects and how they provided them.

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