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Innovative premarketing strategies: how to close sales before breaking ground by Marilynn Larkin, MA

It’s one thing to sell a community or facility when the property is up and running, and all the bells and whistles are in place. But generating excitement about something still in the development stage can be a challenge. That’s especially true if you’re marketing to Boomers, according to Diane Gaynor, an owner of San Diego, California-based Roni Hicks and Associates, a full-service marketing firm for master-planned communities.

“Marketing used to be based on set parameters that said, ‘If you’re this age, you’re supposed to act this way.’ That’s been blown out of the box,” Gaynor declares.

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