Entrance to WestEnd, a 119-unit project of Marina Del Rey Condos. The Kor Group led a successful reposition of the project.
The Kor Group’s residential design, branding, and repositioning advisory services for WestEnd helped exceed investor goals.
WestEnd is a 119-unit condominium project located in Marina Del Rey, CA.
Faced with an uncompleted, unsold condominium development, located in an unproven live/work destination known as the Marina Arts District, WestEnd’s equity investor chose to replace the previous sponsor with Kor.
Tasked with overcoming negative perceptions and repairing the former sponsor’s damaged broker relationships linked to failing developments, Kor redesigned the common areas, completed the construction, re-branded the project and breathed new life into WestEnd with a vibrant new real estate sales and marketing program.
Kor-directed design improvements included an expansive new enhanced courtyard environment, upgraded fitness center, pool, BBQ/gathering spaces and an outdoor lobby. Brand and project re-positioning, messaging and market outreach, deployed through coordinated advertising, social media, complementary public relations and collateral, inspired a successful sales strategy executed to perfection by a dedicated sales team.
Explosive sales outcomes accelerated by luxury lifestyle partnerships, co-branded events, Viceroy hotel cross-promotions and the innovative “Kor Residential Club” exceeded the investor’s goals, resulting in sales of 80% of available inventory in the first six months. WestEnd became recognized as the fastest-selling new condominium project on the Westside, achieving higher than average prices per square foot and, in the process fueling the revitalization of the Marina Arts District, a critical determinant of the future vibrance of Marina Del Rey.