Theory is a high-rise condominium building located at College and St. George –in the heart of U of T surrounded by all of the urban amenities of downtown Toronto. With student housing in huge demand at U of T’s sprawling St. George Campus, our client Parallax, designed a building that would appeal to an upscale student demographic – specifically foreign students whose parents are able to afford a more desirable housing option for their university children. Our marketing strategy appealed to a student end-user as well as people working in the many hospitals and offices nearby. 52 Pick-up provided full brand development as well as a quick go-to-market strategy and plan directed primarily to brokers. We produced a strong Broker Package as well as an online Broker Portal and supported the marketing with targeted print and digital materials, signage and a strategically designed sales centre that showcased the specific student-centric features of the project.

Theory virtually sold out within 6 weeks - achieving 97% sales despite a significant cooling of the market. Proof that the right building designed in the right location marketed to the right end-user with the right strategy and plan is what makes the difference!