Delucchi Plus Blog

Delucchi+ Approved as a Certified Business Enterprise

Administrator — Mon, 10 Nov 2008 20:21:02 +0000

D.C.’s Department of Small and Local Business Development Approves D.C.-Based Agency’s Application

Washington, D.C. (November 10, 2008) – Delucchi+ (www.delucchiplus.com), an innovative, full-service, strategic real estate marketing firm located in Washington, D.C., announced that the District of Columbia’s Department of Small and Local Business Development (DSLBD) and independent Local Business Opportunities Commission (LBOC) recently approved the agency as a Certified Business Enterprise (CBE).

The DSLBD is a full-service, cabinet level agency charged with fostering the economic growth, development and retention of District-based businesses. DSLBD certifies small and local businesses through its CBE program, ensures that CBEs get preference when legally mandated via agency and public/private contract compliance, advocates for small and local businesses, provides counseling to small businesses, promotes supportive legislation, and manages commercial revitalization efforts in the city’s neighborhoods.

The CBE program develops contract and procurement preference opportunities for District-based businesses and directs spending to these DC-based businesses that support and contribute to job creation and the city tax base, which results in a much stronger local economy.

“We are thrilled to be recognized with this certification and are confident this will create more opportunities for us with local companies and public-private partnerships focused on real estate, financial services, and economic development in the District of Columbia” says Christine L. Delucchi, President of Delucchi+.

About Delucchi+

Delucchi+ is a full-service strategic communications firm that has over 20 years’ experience working with local and national retail, residential, and commercial real estate clients in the mixed use, active adult, resort, golf course, luxury, and green arenas to develop programs to promote and protect their investments. The company has been involved in green marketing for over 10 years and is currently marketing multiple green commercial, residential, and mixed-use developments throughout the United States. Services include branding, advertising, new media, market research, and public relations. For more information on Delucchi+, go to www.delucchiplus.com or call 202-349-4000.

Delucchi+ Recruits National Media/Research Director

Chris — Mon, 27 Oct 2008 16:28:02 +0000

Washington, D.C. (October 27, 2008) – In a statement issued today, Christine L. Delucchi, President of Delucchi+ (www.delucchiplus.com), an innovative, full-service, strategic real estate marketing firm located in Washington, D.C., announced that Annette Picon has joined the agency as its Media/Research Director. In this role, Annette will oversee the research, strategy, planning and execution of the firm’s media, research and public relations programs and assist with its new business development initiatives. Additionally, Annette will oversee and serve as the liaison between the agency and its international media partner, Americas Media Group Worldwide (AMGW - www.americasmediagroup.com), located in Miami, Florida.

Annette brings over 10 years of public relations, research and media experience to Delucchi+ with expertise in real estate, travel, hospitality, retail, energy, manufacturing, entertainment, technology and consulting. Prior to Delucchi+, Annette spent 8 years at Merrick Towle Communications as its Media Director where she handled media strategy, planning and execution, as well as public relations, for the agency’s local, regional and national clientele including JBG Companies, Kettler, Lowe Development, The Bozzuto Group, Beazer Homes, DR Horton, AvalonBay Communities, JPI LLC, Simpson Housing, Essex Property Trust and Pepco Energy Services.

“Hiring a seasoned national media director was a business strategy to meet the needs of a growing national and international client base,” stated Christine Delucchi. “I am excited to bring someone with Annette’s expertise into the firm and am confident that her vast real estate experience, research knowledge and media relationships will elevate what we can bring to the table for our clients and foster the agency’s continued growth.

Annette is a Virginia resident and holds a Bachelor’s Degree in Advertising from Florida International University’s School of Journalism and Mass Communication.

About Delucchi+

Delucchi+ is a full-service strategic communications firm that has over 20 years experience working with local and national retail, residential, and commercial real estate clients in the mixed use, active adult, resort, golf course, luxury, and green arenas to develop programs to promote and protect their investments. The company has been involved in green marketing for over 10 years and is currently marketing multiple green commercial, residential, and mixed-use developments throughout the United States. Services include branding, advertising, new media, market research, and public relations. For more information on Delucchi+, go to www.delucchiplus.com or call 202-349-4000.

We're Moving + Going Green

Chris — Tue, 22 Jan 2008 21:28:37 +0000

It’s been a while since our last blog post here at D+ and we’re hoping that absence has made the heart grow fonder! While we’ve been on hiatus, mountains have been moved and we are beyond excited to share some big news. D+ is moving to new office space this week and as important: We’re going green. This time next week we’ll be knee deep in our new Silver LEED Certified space…but until then, let us share some of the ways D+ is reducing our impact on the environment.

Part 5: Too many choices make decisions more difficult.

Marnie Abramson — Wed, 14 Nov 2007 17:07:19 +0000

Homeownership comprises one of the largest financial decisions people make. Green homes seem like a natural fit for consumers because there is so much evidence that shows people care about the environment and want to make smart decisions. The growth in Organic Foods is a perfect example of people using their dollars to make a choice that is not only healthy for themselves, but also for the environment.

But why is it so much easier to get people to spend twice as much on an organic grocer than it is to entice them with healthy living?

The Paradox of Choice teaches us that in today’s world of greater consumer choice, increasing the number and types of products confuses consumers, making decisions more difficult and stressful. With many more factors to consider, consumers wonder how you value those.

The American Customer Satisfaction Index (ACSI) has been around for 14 years now. It measures customer satisfaction in 40 industries and for 200 companies. Many industries rate lower today than they did when the ACSI began in 1994. This is counterintuitive since businesses seem to be spending more time and money providing more products that are better made and cost less than at any other time in our history, and yet customers do not appear to be any happier. Why is this?

Buying groceries happens roughly every week and most people would consider themselves well versed in shopping for food. Many of the potential clients for green products will purchase or lease at least one vehicle every five years, and though they may not like the process, they are at least familiar with it. When it comes to purchasing a home people will buy, on average, three in their lifetime. Therefore, their experience is limited. Introducing new products and systems that they are unfamiliar with is confusing. In addition, they have no basis with which to assign a value to it. Combining this with the fact that it is likely the single largest purchase an individual or family can make, we must be very patient and deliberate, allowing people to learn from us – not just buy from us, empowering consumers and building their confidence about making the right choice by choosing green real estate.

Part 4: A big part of selling green is selling identity.

Marnie Abramson — Tue, 13 Nov 2007 20:40:29 +0000

According to a CNW Marketing Research released in July 2007, over 50% of Prius owners bought the vehicle primarily to make a statement about themselves. However, the key to success in the new “green” market is to provide a product that does not sell itself on it’s environmental credentials alone. The quality must be there. Like the Prius, you allow someone to make a statement their priorities without sacrificing style, quality, or durability. Environmental design becomes more about common sense, leading consumers to ask, with all other things being equal, why would I buy a product that is harmful to the environment?

Part 3: People will pay more for healthy products.

Marnie Abramson — Mon, 12 Nov 2007 18:11:02 +0000

People will pay more for healthy products because the are concerned about health and the environment.

In a recent poll completed by the London Observer, two out of three people in the UK felt that advertising products as “good for the environment” was just another way to charge more for them. The study went on to find that nearly 50% of those same people said they would actually pay up to 10% more for goods or services that were actually more sustainable.

Part 2: People are untrusting of those selling green. Third party validation can help.

Marnie Abramson — Fri, 09 Nov 2007 19:00:21 +0000

Third party information is always helpful in adding validity to your messaging particularly when the information is technical in nature and can be validated using metrics from a trusted source. Energy Companies, for example, will calculate the anticipated savings of an Energy Efficient unit or building, and give you not only the calculation but the equivalent “marketing facts.” For example, ‘Building A is designed to be 27% more efficient than it’s non-Energy Star peer group, and this is the equivalent of removing 170 cars off the road every year.’

Organizations like the United States Green Building Council, who have developed the rigorous LEED (Leadership in Energy and Environmental Design) rating system, serve the important function of laying out a set of green criteria and then determining to what extent that criteria has been met, culminating with Certified, Silver, Gold or Platinum designations. LEED has become the format followed by most state, local and federal government agencies when allocating incentives, such as fast-track zoning, increased density, or tax credits.

There are five areas of focus for LEED projects.

- Water efficiency
- Energy and atmosphere
- Materials and resources
- Indoor environmental quality
- Innovation and design process

Already there are green mandates or incentives in over 70 municipalities, 12 states (with many more pending) and numerous federal agencies. More will undoubtedly be on the way. As green building continues to gain traction within the industry, we can help with smart marketing tools so that both the developer and the client can benefit.

Selling the Environment

Marnie Abramson — Thu, 08 Nov 2007 14:56:26 +0000

People are interested in the environment but different age groups connect with different messages, and want those messages delivered in different ways.

The difficulty in having an environmental product and message at the same time, is that you are trying to sell and educate simultaneously, and that can not only dull the effectiveness of your message, but also arouse defenses about whether or not your customer can trust you. This is of particular issue among the Generation X crowd, who are skeptical by nature and tend to be the most untrusting of marketing messaging. They do however look for products that they believe to be a prudent investment, and is believed to hold value longer, sort of the edgy but enduring theme. Boomers want products of the highest quality, and are concerned about health and safety. They are looking for products that are both timely and timeless. Generation Y is the most educated about the environment, as well as the most concerned and the most likely to make purchasing decisions based specifically on environmental impact. They are disruptive and distinctive.

Green products can be marketing to speak to the specific needs and desires of each buyer demographic and reaches across all product types to provide a distinctive sales benefit.

Welcoming Guest Blogger Marnie Abramson

Patty — Thu, 08 Nov 2007 14:52:12 +0000

Our guest blogger this week is Marnie L. Abramson, Principal and Director of Marketing and Public Relations for The Tower Companies. A true “green” expert, Ms. Abramson represents Tower’s green building initiatives by speaking at numerous conferences, trade shows, industry roundtables, and government hearings; focusing specifically on marketing challenges as they relate to the costs and benefits of green building practices. A long time D+ friend and client, we are proud to have her aboard this week for a five part series on selling the environment.

The Perfect Profile

Patty — Thu, 18 Oct 2007 19:04:08 +0000

In a highly competitive selling climate the urge to get an ad out the door and get it out FAST is almost overpowering. Whether you’re on the development or sales side the name if the game is moving inventory. Moving it fast. Sadly, this often happens without doing any homework at all on the consumers we are trying so hard to reach. Research, both quantitative and qualitative, is an essential part of any strategic marketing effort.

Here’s an example.

You decide after much internal debate that you’re going to target young professionals, age 25-35 living in Northern Virginia. Excellent. Now ask yourself, do all of these 25-35 year olds respond to the same things? Of course not. Some enjoy cultural activities like visiting museums and art galleries while others are avid sports fans. Some of them drive luxury cars and others walk to work. Some are married with children while others are single. Without a solid, working profile of the demo within your demo, how can you produce advertising that motivates them?

Consumer profiling digs deep and allows you to develop a brand image and message that speaks to both the active and passive consumer seeking your product in the market. In other words, you capture their attention as they enjoy their favorite lifestyle activities AND catch their eye while they are actually researching real estate and housing options.

So the next time you’re in a rush to get that ad out the door, take a step back and ponder your perfect profile.