Crib Chatter

If you’re a developer and you’re about launch a new luxury building during what some would argue is the worst housing market in 20 years and into a Chicago market that is already saturated with that product, you’d think you’d have all of your ducks in a row. Right?

You’d launch with an ad in the Sunday Tribune and you’d have a website ready to go that offers all of the information: prices, renderings of the building, floorplans.

So why was it so hard for the developer of The Winchester, the latest “luxury” building in Chicago to get it right?

On Sunday, the Winchester had a half page ad that stated:

“Luxury Living in Lakeview. Gracious. Sophisticated. Elegant. The Winchester welcomes you to grandeur that has not been created on Lakeview’s gold coast in over half a century. Featuring graciously proportioned and finely appointed 1, 2 and 3 bedroom homes with lake and city views. Classically styled residences with full service amenities and all of the conveniences of the 21st century.”

There is no address listed for the building in the ad. Just go to the website, right? (which is listed in the ad.)

So I went to the website and expected to see, at the least, a picture of the building (which is not listed anywhere in the ad- there is only a coat of arms in the Tribune.)

What did I find? The worst website I have seen in a long time. It is simply a one page site with no links. It offers absolutely no information- except the address of the building which is apparently 3175 N. Hudson (for those who don’t want to mapquest it yourself, it’s on the corner of Hudson and Belmont, near the Belmont Harbor.)

The website does list the Koenig & Strey’s agent names. Thank goodness for that! That’s what I want to know as a buyer.

This is the worst launch of a building I have ever seen. Seriously. “Lame” doesn’t even begin to describe it.

Why would you shoot yourself in the foot so badly? You only have one opportunity to launch. You only get one chance to lure people to your website so it had better be fantastic. What marketing memo didn’t this team of agents understand?

Maybe they think it will add to the mystery.

Unfortunately for them, on the opposite page in the Tribune from their ad that says nothing, there is a full page ad for 2520 Lincoln Park, the “first” new building built on Lincoln Park in decades. They have a strong marketing plan, complete with a detailed website.

And the Winchester is going to compete with that? This is no longer 2005.