Client: Fairvue Plantation

Description:

Fairvue Plantation, located in Gallatin, Tennessee, is one of Nashville's most prestigious real estate developments. Approximately, 25 minutes from downtown Nashville, Fairvue Plantation is the only community in the area offering 36 holes of championship golf along side beautiful Old Hickory Lake.

Fairvue Plantation enjoys a rich history dating back to the completion of The Fairvue Mansion in 1832. Its grounds have served as the setting for racehorse breeding, fox hunts and international steeplechase events. Fairvue's history is permanently woven into everyday life via the careful restoration and use of its buildings, many of which are over 150 years old. The Fairvue Mansion has been magnificently restored and is now the personal residence of Mr. & Mrs. Leon Moore - the founder of today's Fairvue Plantation.

The Clubhouse's four guest cottages and fitness center are all original structures, and perhaps most striking are the four "mare barns", which form a timeless backdrop to the Lake Course's 18th fairway.

Situation:

Because of its location, Fairvue Plantation is challenged with drawing qualified prospects to the north side of Nashville. A significant amount of upscale development has, for years, taken place on the south side, in and around Franklin and Brentwood. The expectation that successful, well connected people settle southwest of town has drawn prospects away from the vicinity of Fairvue Plantation, despite its beauty and historic grace.

Fairvue Plantation is faced with a continuing effort to differentiate itself and convince both prospects and the real estate community to take the time to visit this north side location. The combination of golf and lakefront living create a lifestyle that is unique in middle Tennessee.

Strategy:

"Focus on Uniqueness"

Lake vue. Golf vue. Fairvue. With this mantra Anderson helped launch the plantation in 2000. Focusing on Fairvue's unique dual appeal – 36 holes of golf plus lakeside activities in the same residential club atmosphere – the Fairvue lifestyle drew home buyers, and home builders, of the highest caliber.

"When They See It, They Buy It"

Opportunities for Realtors® and prospects to see the breathtaking vistas and historic setting, and to enjoy a round of golf, were cultivated. Branded communications from Anderson set the atmosphere of the visitors center. As homes were built, the standard of luxury and gracious living became even clearer. Rapidly the experience of visiting Fairvue Plantation became the ultimate selling tool.

"Keep Them Coming"

Each successive phase of Fairvue Plantation's development served as a new reason to visit the property. The Peninsula at Fairvue Plantation was introduced as a limited edition of lakeside lots, “Only 36 lakeside lots. Only 25 minutes from Nashville.” Anderson helped introduce the adjacent historic plantation, Foxland, as its own special neighborhood within the Fairvue brand. The high, rolling ground overlooking Old Hickory Lake was introduced as Longvue at Fairvue Plantation. Each introduction refreshed and enhanced the consistent Fairvue brand.

Results:

• Established Fairvue Plantation as the only residential option for golf and lakeside living in the Nashville area.
• Sold out The Peninsula at lot costs greater than those established with the Fairvue Plantation launch.
• Introduced Longvue – 266 additional lots at $100,000 each, without cannibalizing the “final buildout” of the original Fairvue Plantation.
• Added 150 lots to the inventory in 2006 with the introduction of Foxland, generating over $35 million in revenue for the first year, with 300 more lots slated for future sale.
• The Foxland expansion will also account for over $1 billion of retail home sales, making it the largest residential development in Sumner County and Middle Tennessee.