Condominium Comeback: $26 Million in Luxury Oceanfront sold this season

The Palm Beach real estate market may be showing signs of a rebound. Catalfumo Companies’ 2700 North Ocean property reports $26 million in sales since initiating a promotional ad campaign mid-January.

The newspaper and television ads, created by Gibson Roscoe Advertising featuring company President and CEO Dan Catalfumo offering buyers price discounts until he reaches his goal of $50 million in seasonal sales. The halfway point toward this goal was reached March 15th.

Buyers have been the “seasonal visitors” from the Northeast U.S. and Canada. These second home purchasers traditionally visit the area through mid-April, and sign sales agreements in May and June planning to enjoy the following winter in a Florida home.

For the area’s daily newspaper, The Palm Beach Post, Gibson Roscoe created a “Spadea Wrap” put Catalfumo’s sales message in an impossible to miss position on both front and back of the paper.

For the area’s television market, Gibson Roscoe Created a media schedule which “Roadblocked” the early morning news and weather—watched by vacationers.

The message, “I’d rather give you a great discount, than pay interest to my bank” delivered by the developer/owner resonated with potential buyers and real estate brokers, generating significant traffic and sales in a period where other area projects offering $1 to $3 million priced units have seen little prospects and sales.

Images from film shoot two, filming a new message to show the progress of sales.

Media Strategy: “Go Big or Go Home”

I love Olympic snowboarder, Shawn White’s “Go Big or Go Home” attitude. When Florida’s 7th largest general contractor, Dan Catalfumo asked us to promote his 2700 North Ocean luxury condominiums, during South Florida broadcasts of the Winter Olympics, a bold approach came to mind.

To supplement the TV spots, Gibson Roscoe created a front page wrap around the daily newspaper The Palm Beach Post to give authority to Dan’s newsworthy pledge to sell $40 million in luxury condominiums by end of season. “I’d rather give my buyers great discounts than pay interest to the bank” reads our ad message right over the day’s headlines.

The result, after the first week, Catalfumo’s sales team is $10 million dollars in sales closer to the goal. Keep Posted!

Olympic Effort

The shoot happened this morning, the commercials will begin running in the Vancouver Winter Olympics several days from today! Gibson Roscoe advertising helps client, Catalfumo Construction take advantage of a last minute “opportunity buy” to promote a sale of luxury beachfront condominiums.

Palm Beach developer, Dan Catalfumo and marketing strategist Bob Gibson prepare to announce that $40 million dollars worth of oceanfront condominiums will be discounted to sell out. A TV spot is being prepared to run during the Vancouver Winter Olympics on South Florida’s NBC affiliate, WPTV Channel 5, The Friday edition of the Palm Beach Post will be wrapped with the extraordinary offer.



The Gibson Roscoe team at work for Catalfumo Construction. Kristen Glass rallies a production team and schedules a TV shoot timed to fit a one-day window of sunny weather. Ken Roscoe, Creative Director and Lowell Thayer, Producer choose lenses, camera angles and direct the shoot.



Bob Gibson polishes the script with client, Dan Catalfumo. (Not Shown) Jaclyn Burdette negotiates prime time TV schedule during the Vancouver Winter Olympics with NBC affiliate WPTV Channel 5.

New ad for 2700 North Ocean