Luxury Hotel and Residential Resort Community
The Artesana Rosewood Residences® San Miguel de Allende is a boutique hotel with a luxury real estate component in located in Central Mexico. This development was originally segmented for second home buyers primarily coming from the U.S and Canadian markets. After these markets struggled and hesitated when it came to purchasing or visiting Mexico, the sales team developed and executed a strategy tailored to the affluent Mexican market. The team’s understanding and appreciation for the cultural intricacies of the affluent Mexican market and how to reach them through penetration into their tight-knit social circles, allowed them to move forward and achieve pre-sales of 30% of Phase I despite negative publicity. Additionally, their understanding of the U.S. and Canadian affluent market allowed them to finely position to the right buyer, achieving a balance of buyers: 62% Mexican, 25% U.S. and 13% Canadian.
SCOPE: Resort and Luxury, Single Family, Residential
SIZE: 119 single-family homes, 66-unit resort