The most cost-effective branding and marketing occurs when all the deliverables are strategically integrated, with the goal of maximizing awareness and momentum. The practice HILL calls “lead-generation marketing” recognizes that the role of marketing is to generate leads early and to move qualified buyers effortlessly through the purchase process so the highest possible number of residential products are sold. To that end, HILL has four principal strategies:

• Close collaboration among HILL, the developer, and the sales team
• A living, integrated marketing plan where deliverables are strategically created and monitored to take advantage of cost-effective economies of scale while meeting specific sales goals
• A focus on performance measurements tied to individual marketing activities
• A master project schedule, continuously monitored and updated, to ensure all deliverables are produced on time and meet the developer’s financial targets