The development of high-end, master-planned community with a Greg Norman designed golf course that offered a larger than life image. At mid-point in the 10-year development, that very image was creating problems – and opportunities.


Markets are fluid, buyers are fickle and real estate brands have to evolve to keep pace.

When the luxury real estate market finds an unmet need, the response cannot only be overwhelmingly successful it can also contain the seeds of its own problems.
Is glitz and glamor greedy? Or can it be good? That was the key question we had to answer in re-positioning the community and refreshing the Sugarloaf Country Club brand.


Luxury is in making every day beautiful.

While buyers still wanted the massive mansions and the elaborate country club with the fame and fun of it’s annual PGA tour, there was growing concern that this was a community of celebrities, country club wives and spoiled brats. Our job was to find the American values inherent in the real lifestyle and families of the community and then to tell those stories in a way that people would believe, love and share. Because we knew that was the true heart of the brand.


Honest, emotional stories helped buyers align their values with their desires. And that made all the difference.

The new positioning focused on the community’s true family values and the benefits buyers could give their children. Suddenly luxury was viewed in a different, more family-focused light. Stories were humanely relevant and focused on the moments that matter, instead of the physical structures that only delivered the settings. Suddenly the talk changed, community pride increased and sales began to soar. Happy endings are the best part of real stories, no matter how much money one has.