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Selling Silo Point via the Seven Deadly Sins

Turner Development, which is selling the high-end Silo Point condos in Locust Point, is hoping to appeal to your greed. Also, your gluttony, pride and other baser urges.

The company's new marketing for the project -- once a grain elevator, now a residential tower with room service, a wine club and round-the-clock concierge coverage -- is based on the Seven Deadly Sins. The company launched the campaign about two weeks ago with a focus on avarice ("Silo Point Greed: It's OK to want more," say the Facebook ads).

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A new sin will be rolled out every month or so, though you get a preview on the Silo Point site, where the sins switch up every time you reload the page ("PRIDE: Bragging Rights for Sale").

Eric Turner, who oversees Silo Point, said Turner Development wanted a new campaign that was "a little edgy, a little cocky, a little in your face" after two years centered around images of the tower and its units. Expect to see deadly-sin events as well as ads, he said.

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"We wanted people talking about it," he said.

He thinks the early results are heartening, and not just because I heard of it through Facebook (via colleague Gus Sentementes) rather than from a press release. "The past two weekends, everybody that came to the door was like, 'I saw the ads, the ads were great,'" Turner said.

Here's the Facebook example:

Selling Silo Point via the Seven Deadly Sins

Silo Point units have been for sale since fall 2008, right in time for the U.S. financial meltdown. Turner said just over half of the 228 units have sold so far -- meaning settled deals -- with another 25 units under contract.

"We're very, very proud of that, considering the market," he said.

Among the unsold condos, the least pricey are a couple of units under $300,000 while the most expensive is the $4.2 million penthouse. The project's early sales were generally at the lower price end, while more recent contracts have been closer to the million-dollar mark, Turner said.

He said the Silo Point team decided to start with greed for its new Seven Deadly Sins campaign because they figured that would play well during the spring buying season. "Gluttony" will focus on Silo Point restaurants, including a new one about to be announced. "Sloth" is about the concierge services -- "you can be a little lazy," Turner said.

I didn't think to ask about lust. Guess we'll just to have to wait and see.

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