Members of the residential building industry channeled some Hollywood glam last week during the 2019 Laurel Awards, hosted by the Northeast Florida Builders Association on Feb. 21.
The TPC Clubhouse at Sawgrass was transformed into a red carpet event as hundreds of companies and individuals were recognized for their achievements in real estate sales and marketing over the past year. The list included homebuilders, developers, real estate agents, interior designers, marketing firms and others involved in the effort to help buyers find their dream home.
Shearwater, the master-planned residential community in northern St. Johns County, was one of the night’s biggest winners with eight Gold Awards.
Shearwater’s world-class amenities — including the Kayak Club amenity center, its 15-mile trail system and oversized Fitness Lodge — won gold for Best Community Amenity. Dylan Read, Shearwater’s onsite lifestyle director, took home the prestigious Lifestyle Director of the Year Award, highlighting his individual achievement in planning engaging events and activities for residents.
Shearwater’s marketing efforts were also celebrated with six Gold Awards including best overall advertising campaign, best realtor promotional event, best customer promotional event for the grand opening of The Falls neighborhood, best brochure, best print campaign and best radio commercial.
“We are thrilled Shearwater’s amenities, on-site lifestyle director and marketing initiatives were recognized for excellence at this year’s Laurel Awards,” said Suzanne Maddalon, vice president of Freehold Communities. “From day one, Shearwater was designed to promote healthy living, community engagement and a connection to the outdoors.
“We’ve worked with quality partners to ensure every detail — from the development and construction of our amenities, the community social calendar and our marketing and advertising initiatives reflect those same values.”
Shearwater offers home designs from David Weekley Homes, Drees Homes, Lennar, MasterCraft Builder Group, Dream Finders Homes and Toll Brothers. For more information, visit ShearwaterLiving.com.
GreenPointe Communities, LLC, was honored with three Laurel Awards recognizing TrailMark, a nature-first community in northern St. Johns County, and EvenTide, an exclusive Ponte Vedra Beach neighborhood just steps from the Atlantic Ocean. GreenPointe received nods with Silver Awards for Best Customer Promotional Event and Best Digital Marketing Campaign for TrailMark, as well as a Gold Award for Best 30-60 Second Commercial for EvenTide.
“We are honored to receive this recognition for successfully communicating the exceptional settings and competitive differences at our communities of TrailMark and EvenTide,” said GreenPointe Communities Marketing Director Gaynelle James. “GreenPointe Communities is esteemed for creating communities that offer a lifestyle and environment where people want to live. We appreciate the accolades from our industry peers and we hope it will encourage everyone to visit and learn more about our unique communities.”
At TrailMark, life is about experiences, connections and enjoying nature. There is no better way to show off the recreation-first lifestyle that makes TrailMark unique than by hosting a community event open to all. On a picture-perfect Saturday in mid-May, TrailMark hosted Touch-A-Truck, where more than 2,000 residents and homebuyer prospects enjoyed summer inflatables, games, face painting, five food trucks, model home tours, giveaways and more than 20 trucks including dump trucks, monster trucks, St Johns County Fire & Rescue, SWAT, tractors, a garbage truck, a tow truck and more. Touch-A-Truck resulted in increased awareness of the community, generated hundreds of leads for the builders, and provided a great way to kick off summer for everyone.
To generate buzz and attendance for the event, GreenPointe and its creative/media partner, Ruckus Advertising, implemented a digital campaign one month in advance across multiple platforms, including digital billboards, banner ads, email distributions and social media. The campaign components were adjusted throughout to ensure maximum reach and engagement. Broad-based social media postings achieved optimal exposure and drove those interested to an Eventbrite page where registrations and attendee data were collected. By the morning of the event, more than 1,000 attendees had registered and more than 2,000 attended the successful event.
For the commercial, visual storytelling created the emotion of the serene lifestyle found at EvenTide, a new luxury 23-home community located along Ponte Vedra Boulevard that is perfectly positioned between the majestic Atlantic coastline and the untouched Guana River. Harlee + Dakota Visual Storytellers were tasked to capture EvenTide’s coastal solitude and naturally beautiful surroundings by using imagery gathered at the property and locally in the surrounding areas of Ponte Vedra Beach, St. Augustine and Jacksonville.
While narration was initially considered, upon completion the video proved to be more powerful when allowing the simplicity of the imagery to speak for itself. The video is featured prominently on the EvenTide website and has been shared across social media channels and in e-blasts to both prospects and the Realtor community.
Learn more at GreenPointeLLC.com.
The Silver Award for Best Community Amenity went to BBX Capital Real Estate for the Lake House at Beacon Lake, the lakefront lifestyle community, also in northern St. Johns County.
“We are honored to receive this recognition for Beacon Lake’s Amenity and Fitness Center,” said Bruce J. Parker, managing director for BBX Capital Real Estate, the community’s master developer. “Beacon Lake House is the center of social activity for the growing community of Beacon Lake. We appreciate the accolades from our industry peers and we hope it will encourage everyone to visit our community, learn more about living at Beacon Lake and join the hundreds of families that love living here.”
At Beacon Lake, Dream Finders Homes and Mattamy Homes are building coastal-inspired single-family homes with welcoming front porches and open floor plans. Dream Finders is also building luxury townhomes at Beacon Lake.
Designed to reflect the community’s nautical theme and coastal aesthetic, the 8,200-square-foot, New England-style Lake House Amenity and Fitness Center is the heart and pride of the Beacon Lake community. Anchored by a 43-acre paddle-friendly lake and nestled within 358 acres of nature preserve, the Beacon Lake House is a gathering place for entertainment and get-togethers as well as a place for fitness and relaxation. Situated to maximize half-mile lake views, the Beacon Lake House provides a stunning backdrop for sunrises and sunsets.
Lake House’s open breezeway between social and fitness areas provides views of the junior Olympic-size swimming pool and fun pool, Splash Park, gazebo and Beacon Lake. Luxuriously appointed, yet warm and welcoming with rustic nautical accents, woodworking detail and comfortable furnishings, the Lake House features today’s most desirable amenities — plus a crew house for kayak rentals and a demonstration kitchen, where residents can gather for chef dinners, cooking classes and wine tastings.
Beacon Lake House includes a state-of-the-art fitness center offering virtual training, classes, cardio and strength training equipment, free weights, spin bikes and a fitness studio. Children of all ages love the lakeside sand beach, pirate-themed playground and sports fields, while neighbors enjoy friendly competition on the tennis courts or congregating around the fire pit. A bark park offers furry residents and their owners a place to exercise, socialize and play. The community also has miles of multipurpose paths, perfect for walking, running or biking.
A full-time Lake House manager and events like Food Truck Fridays, Movie Nights, Trivia Nights and holiday parties have made Lake House the center of community social activity.
For complete details, go to BeaconLake.com.
The LAUREL Awards are the highest accolade given by the Northeast Florida Builders Association Sales & Marketing Council, the Custom Builders & Remodelers Council as well as the Professional Women in Building Women in Building Council. The awards showcase achievements in the homebuilding industry, as well as recognize those who excel in sales, merchandising and marketing in the Northeast Florida building and real estate community. NEFBA is the state’s largest builders association and is backed by 75 years of networking, community outreach and industry development in the region.
For a list of all winners or more information, go to NEFBA.com.