If you build it, they don’t necessarily come. One of our real estate clients Nocatee had to find away to communicate a vision of a family-friendly community still under construction in the worst real estate market in the last 20 years. Our research showed parents were basing their home buying decision primarily on the child’s quality of life, i.e. schools, parks, neighborhood, pools and so on. We used that insight and created a campaign that asked parents to look at Nocatee, and its larger than life amenities, through the eyes of their child. Read more