The HOW Group

The HOW Group

The HOW Group, a dynamic real estate powerhouse with over 80 professionals across eight divisions, began a journey of transformation when they were known as HOW Properties. Seeking a seamless transition to become The HOW Group and shine a spotlight on a flagship new development, The Overlook, they turned to PBPR for a comprehensive solution.

Strategy

PBPR crafted a multifaceted six-month campaign that showcased its prowess in rebranding and community engagement. A web video series titled “Falling for East Falls” was created, which served as a vibrant showcase of East Falls’ finest businesses, bridging a profound connection between The HOW Group and the community. To reinvigorate the real estate landscape, PBPR orchestrated a high-profile real estate professionals event at one of The Overlook’s townhomes. This event drew in renowned real estate experts, including industry stalwart Allan Domb. Guided by BillyPenn.com’s executive editor Danya Henninger, a panel discussion featured select A-listers.

Solution

The HOW Group’s transformation from HOW Properties was not just a name change; it was a resounding success. The Overlook, a centerpiece of the campaign, garnered unprecedented attention. Every townhome, priced at $750,000 or more, sold swiftly, and phase two of the project was launched shortly after the campaign commenced. The “Falling for East Falls” video series struck a chord, forging a stronger bond between the developer and the community. PBPR’s press release, heralding The Overlook’s unveiling, secured extensive media coverage, subsequently propelling sales. The pivotal real estate professionals’ event was a resounding success, motivating agents to introduce potential buyers to the development, thereby fueling new relationships and robust sales.