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Transitional Modern Luxury Lifestyle Experience

The influences of contemporary and modern architectural styles are the foundation of new, luxury custom-built properties in the storied Paradise Valley community in the metro Phoenix area. This town has a significant number of rambling Mediterranean influenced estates enshrouded in lush desert landscaping intermixed with new contemporary builds and a few unsavory homes poised for destruction. Most brokers and agents are vying for the competitive affluent market dollar to attract attention to their clients’ multimillion dollar estates.

Yvette Craddock Designs provides these professionals with custom, multi-sensory luxury lifestyle experiences that reflect a property’s brand and serve as an accurate representation and extension of the target buyer’s lifestyle. As I mentioned earlier this year,  distinctive experiences are essential to increase awareness and place properties at the top-of-mind for industry players. My experiences include luxury interior touches and the integration of key product and service brands that speak to the style and quality of the affluent customer and the influencers who participate in their lifestyle choices.

Yvette Craddock Designs was privileged to work with Dan Gonen, Associate Broker of RE/MAX Excalibur in Scottsdale, to launch his client’s transitional modern new build to the community.

This magnificent, transitional modern masterpiece of 7,037 square feet is a work of art. Every element, from the finishes to quality materials, has been designed and hand-crafted with extraordinary attention to detail.

The ultra-comfortable split-floor plan has 5 en-suite bedrooms, bonus room & 6-1/2 bathrooms with designer fixtures & finishes. The main living areas have soaring 17’ ceilings. The living room hosts an 8’ custom, granite fireplace. The great room houses a refrigerated wine wall for 546 bottles and its sliding pocket doors open to a negative-edge pool with a swim-up bar, spa and fire pits. The kitchen has Thermador appliances, satin-finished stone counters and deep pantry. The luxurious master suite has 2 walk-in closets, flex space, private patio and a unique custom-built 12’ h x 12’, 3-sided glass shower and steam room with a pivot door in the spa bathroom. The side-gated entry opens to 4 oversized garage spaces and access to a private courtyard. There is a RV gated entrance.

Here’s a recap of how nearly 150 people showed up on a toasty desert night full of competing events.

Design

Design is everything. Identifying and defining a home’s brand is essential in creating marketing materials. The colors, lines, fonts and style should all visually articulate the architecture and interiors of a home. It is confusing for the customer to receive mixed messages which happens quite often. A contemporary home’s marketing messages are rarely expressed in a script or serif font.

In this example, I used linear details to mimic the home’s design lines while featuring key colors that are part of the materials such as flooring, tile, wall paper and glass that appear in the house.

Invitation

The invitation features the home, address, MLS number, Broker’s photograph and contact information as well as the date, time and R.S.V.P. information. It is important to create a sense of urgency and make the online reservation process as easy as possible.

It is important to use all methods of digital communication to strategically promote the event without alienating any list recipients.

Sponsors

A curated list of sponsors were approached and secured to reinforce nearly all transaction features, design details and top lifestyle components based upon significant design features. These include: the custom 546 bottle wine wall, negative edge spa/pool with swim-up bar, exquisite design of the 6-1/2 bathrooms including the master bathroom 12′ x 12′, 3-sided shower/steam room with a pivot door and custom granite benches, flooring and ceiling room.

Staging

Although the house was staged, some of the finishes, scale and other details were not to scale or quality of the house. Plus, some rooms were empty.  Therefore, I was able to stage three of those rooms with Mitchell Gold + Bob Williams‘ elegant furniture, Design Within Reach‘s modern outdoor furniture, L’Occitane natural beauty products and fine art by Daniel Prendergast and Diane Silver. All sponsors have a strong local presence in the upscale space and community participation. I secured Wines for Humanity for their classy service of wine selection, wine advisor and conscious capitalistic approach to donating to local charities including the event’s official non-profit and their chosen one to support the elimination of homeless families and hungry children.

A custom-written story provided additional exposure to each sponsors with post-event raffle drawing wrap ups.

Entertainment

Music plays a key role in events and this one was no different. DJSirPlus, a seasoned DJ with music industry touring credentials, played a mix of Euro Chill, R&B, house and old school Vegas jams. To showcase the exquisite pool, I secured Scottsdale Synchro to provide surprise performances and to raise funds for their organization. One of the young ladies is on her way to the Pan American Games to represent the local team and the U.S.A. We were so excited and proud of her as all team members. The guests were absolutely mesmerized.

Recap

All sponsors and participants receive thank you notes to emphasize how much their participation contributed to the overall success. A recap video is provided for prosperity.

Contact YCD here to commission the firm’s talents for your upcoming real estate, social and/or culinary event.

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Exclusive Million Dollar Listing Lifestyle Experience

Million dollar listings seem to be far more frequent in today’s national real estate marketplace. Each listing, especially in certain parts of the country, requires a unique approach to market the listing to the industry and affluent buyers. It is essential to differientiate it from the other multi-million dollar listings vying for buyers.

Establishing this competitive advantage is where Yvette Craddock Designs excels.

The real estate market typically hosts exclusive Broker’s Opens that brokers, agents and other influential industry affiliates attend. Some times as few as five people show up. An open that attracts about 50 guests is considered very successful. On April 5, 2017, over 300 brokers, agents and industry affiliate partners attended the invitation-only Paradise Valley lifestyle experience.

As we see in the retail environment, what worked before no longer is sustainable for any industry. In order to reach today’s busy and fragmented target customer, new approaches to reaching their minds and hearts are necessary.  The manner in which people buy homes, furniture, source financing as well as other products and services is more word-of-mouth, by referral and in unexpected places. That is exactly what this experience accomplished.

Design

Design is always a creative advantage. We designed collateral that marketed both the house and the event. We carried this aesthetic throughout all visual and written communication. We designed a series of evites, social media banners, a web site, posters, programs and brochures. I also designed and implemented a pre- and post-event social media campaign. A targeted public relations campaign garnered the two interviews below.

Sponsorship 

A curated list of sponsors were approached about participating in the event to showcase their products and services to the influential invitation-only list. Sponsors were able to provide drawing items in addition to adding marketing inserts in swag bags that attendees received at the end of the evening.

Experience

Everything I design has a multi-sensory element. This philosophy carried over to the event with the perfect mood music, food prepared by a chef on-site (a first in the market), lighting, furniture and overall ambiance. The environment was upscale yet warm, approachable and facilitated  valuable networking between the guests.

Here are some of the highlights from the event:

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YvetteCraddockDesigns-PVEvite-1      YvetteCraddockDesigns-PVEvite-2   PVBrochure_11x17.indd    PVBrochure_11x17.indd

PV_Poster_2.indd    YvetteCraddockDesigns-PVEventPoster    PV_Drawing_!.indd

NBC12 interview can be watched here.

If you would like an award-winning experience for your listing, business or social event, contact us today!

Photography compliments of Simon Photographic.