Belclare, 25 elegant and luxurious condominiums built in the charming town of Wellesley. The first truly urban-style luxury condominiums in Boston’s affluent western suburbs, Belclare offers the rare opportunity to leave the headaches of a large home behind without sacrificing luxury or leaving the town you love.
As the demographic was over 55+, people who wanted to downsize from larger homes but still stay close to family and friends, the brand strategy was “Thinking of downsizing?” A simple line, but when paired with a tongue-in-cheek photo by acclaimed photographer Rodney Smith, the message struck an amusing cord.
18 of the 25 units sold within the first 5 months and the entire project sold out in 1 year.
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