Case Study
CMK Companies
We helped a real estate developer sell over half of 714 units in six months — during the worst market since the Great Depression.
Real Estate · Integrated Media · Out-of-Home · Digital · Search
Overview
About CMK Companies
CMK Companies is an industry-leading real estate developer responsible for nearly $1 billion in development across Chicago, Florida, Michigan, and the Caribbean — known for redefining urban living with award-winning contemporary buildings.
The Challenge
Where They Started
CMK ambitiously undertook development of the largest downtown Chicago condo project since the 1970s — 714 units — at a time when the real estate market was the worst it had been since the Great Depression. The challenge wasn't just marketing. It was survival.
A Historically Difficult Market
New condo and townhome sales across Chicagoland had dropped 27% from the prior year. The environment was hostile to any new development launch.
A Saturated, One-Channel Category
Chicago developers traditionally concentrated spend in a single place — The Sunday Edition of the Chicago Tribune — leaving no room for differentiation.
714 Units to Move
At the largest downtown Chicago condo project in decades, the volume and velocity of sales required were unprecedented.
The Solution
What We Did
In addition to maintaining a strategic baseline presence in the Chicago Tribune, developed an integrated campaign that broke the mold of traditional real estate marketing. Deployed office tower elevator video and lobby advertising, digital and social media marketing, transit advertising, video-on-demand long-form commercials, search engine marketing, and direct marketing to Chicago-area realtors — capturing buyers without advertising competition from other developers.
The Results
What We Delivered
- Over Half of 714 Units Sold Within 6 Months
- Highest Sales Volume Among All Chicagoland Residential Developers
- Nearly 10% Market Share — Beating National Builders Including Pulte and Lennar
Effective advertising and proper placement are among the most critical aspects of our business. Olander Group's attention to detail, effective analysis and media placements have helped to improve our overall advertising strategy, and have ultimately reduced our advertising expenditures while creating a higher capture rate of qualified prospects.
Scott Hoskins
President — CMK Companies