West Charlotte Sell-Out:
50+ Townhomes Without Brokers
How a private community development filled every home through buyer delivery—without public listings or agent commissions
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Project: Undisclosed Townhome Development
Location: West Charlotte, North Carolina
Residences: 52 Townhomes
Timeline: Sold Out In Under 6 Months
Developer: Private Regional Builder
Sales & Marketing: Handled In-House
The Premise
This wasn’t a splashy urban tower or sprawling master-planned suburb. It was a compact, well-designed townhome community in West Charlotte—purpose-built to serve working families looking for long-term stability, equity, and a real place to call home.
With prices structured around accessibility, the goal was to move quickly and directly—without listing on MLS, bringing in brokers, or watering down the brand.
Instead, the team deployed a focused direct-to-buyer campaign.
No fluff. No commissions. No guesswork.
The Strategy
This campaign was about fit—delivering the right homes to the right buyers, at the right moment.
- Targeting Relocation Patterns
Ads were tailored to reach first-time buyers and young families relocating from Greensboro, Columbia, Rock Hill, and the Atlanta exurbs—places where rising prices or commutes had pushed buyers to look for more space and better value. Targeting also focused on long-time Charlotte renters ready to put down roots just west of Uptown. - Creative That Spoke With, Not At
Instead of sleek renders and corporate-speak, the campaign leaned into soft photos of front porches, family dinners, and neighbors chatting over fences. The message was simple: you belong here. - Lead Screening Built Around Respect
Every inquiry was reviewed for timing, intent, and financing. No autoresponders. No cold handoffs. Just clear, human conversations leading to qualified buyers.
- Targeting Relocation Patterns
Results
- Setup: $30,000
- Ad Spend: $18,200
- Qualified Buyers: 182 × $200 = $36,400
- Setup: $30,000
Outputs
- Average Sale Price: ~$280,000
- Total Sales Volume: $1,456,000
- Buyer Agent Commissions Avoided (3%): $436,800
- Return on Setup Fee: 14.56x
- Return on Total Investment: 5.16x
“The folks we talked to were already pretty far along—they didn’t need to be convinced. They just wanted someone to help make it real. We were able to stay focused and move people through at the right pace.”
West Charlotte Project
Why It Worked
The entire model was designed to reduce friction—for both the buyer and the builder.
No misaligned showings.
No agents cutting into margins.
No chasing down cold leads.
Just a clean buyer funnel, real human touchpoints, and a full sell-out within six months.
A Telosian Perspective
This kind of outcome doesn’t require a national builder or luxury price points.
It just takes clarity: the right offer, the right messaging, and a system that delivers.
Whether you're launching a 50-unit project or a 300-home community, this approach works—especially in underserved submarkets where qualified buyers exist, but the old marketing playbook falls short.