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A Hero or Zero Moment

In a true hero-or-zero moment, we created one of the first "Click and BUY NOW" websites for new condos in the country. Peninsula 88, our 110-unit waterfront condo in DC's Buzzard Point was about to blaze new territory or go down in flames.

We launched in August 2019 and waited. It worked. 19 full-price deals that fall and 33 more in the spring market with the help of our Tiny House Sales Office that we designed and built for half the cost of a retrofitted construction trailer. When we were done with it, we sold it too, saving the project tens of thousands of dollars. 

Our strategy proved even more valuable as COVID took over the world. On April 1, 2020, DC’s lock down started and stayed in place until May 29th. We booked 7 sales in those 8 weeks and in late June, despite challenges, delivered the building and completed 65 closings in the next four months. 

And it wasn’t over. Masks and paranoia were part of our world for the next year and a half, but we persevered, together, as a team. I can't thank our entire crew from Donohoe Construction Company, our own Ed Buttarazzi, and the project architect Aubrey Jason Grant enough for their incredible skill, support, and commitment in getting us through that time.

The new strategy also required only one salesperson, not two or three. The idea of providing comprehensive information online drew criticism at first but performed, attracting self-qualified prospects, motivated and ready to sign. It wouldn’t have been possible without Mark Duer, one of the best salespeople I have ever worked with. His commitment to the new technology, the project, and his sales skills deserve all the credit.

Then, after laboring over every floor plan, every finish and honing our price points for months, we found out we won Best Washington/Baltimore High Rise Condominium Community from Delta Associates in 2021, the same month we paid off the bank loan. 

It has been a wild ride and I wouldn't trade it for the world. Creativity, innovation, new ways to maximize resources and a team that supported my crazy vision in every possible way. And 21 months of COVID.

Special thanks to Christine Malloy and her marketing and web development team at AdsIntelligence Marketing for everything from branding to coding and fulfilling my endless requests for data tracking. Bobby Juncosa at Edgewise, the visionary pioneer behind modernizing new home buying with technology and a customer service icon. Kyle Johnston for helping design the tiny house, completing the interior design and installation with me, and proofing a million renderings, videos and every virtual asset created by the amazing and eternally patient Andy Orban. Helen Ashley for her professionalism with customer support, scheduling, and dealing with all our odds and ends. And as always, Sheryl Cautero, an operations superhero whom we could never have done this without. This really is one for the history books!

Author: Vicki Johnston. © 2024. All rights reserved.