Aqua Stimulates Virtual Sales

To date, no buyer has ever been inside Aqua, a new two-tower, 532-unit condominium project in Long Beach, Calif., developed by Genesis Realty from Dallas. There is no model home or sales office, and yet the project boasts three buyers for every unit on its priority interest list.

Wayne Nelson, president of Nelson and Gilmore, the firm that created Aqua's advertising, marketing communications and Web site, says, "We rely on the Web site (www.aquaLB.com) more than usual to prequalify prospects, show the 11 floor plan options and highlight amenity selections." A series of press releases in national trade publications and local real estate pages drives traffic to the Web site. Announcements to area VIPs, Chamber of Commerce members and downtown merchants have stimulated word-of-mouth.

The Ryness Group of Newport Beach, Calif., facilitates sales via phone and the Web, although some intrepid prospects have tracked down Ryness's office in order to deliver a deposit in person, Nelson reports.

The Web site simulates the panoramic ocean or city views that will be available from sample floors. The project broke ground last year, and the first residents are scheduled to move in Feb. 2005. Home prices begin in the high $200,000's.