The Marketing Directors Sells Out Atlanta's Luxe Condominiums

By Keith Loria, Contributing Writer

Atlanta—As February came to a close, The Marketing Directors LLC completed a sellout of the 22-story, 107-unit Luxe Condominiums at 222 12^th St. in Atlanta.

“We were newly formed in 2007 when the planning stages for Luxe was happening, so it was a great concept for us because we could help right from the design,” David Tufts, president of The Marketing Directors, tells MHN. “We looked at the target market and how to build to that market. Luxe is a great example of doing everything right.”

The firm not only guided the pre-sales, finish, and floor plan development for Luxe, but also lent assistance to the architectural team to ensure the plans fit the lifestyle of future buyers.

“We looked at the livability of the building and made sure that the homes were from that standpoint, so you could move in and out easily, and live well in Midtown Atlanta,” Tufts says. “We focused on providing the right amenity package for this target audience.”

Amenities include a clubroom, card room, solarium, pool and a large gathering area that residents can use for parties. The units themselves have large expansive glass to take advantage of the midtown views.

“Our average square footage was larger than most buildings in the area and that was a big plus,” Tufts says. “Plus, all of our balconies are eight-foot, so you can put a table and chair, and it’s not just a perch, but an outdoor room basically.”

Prices for Luxe averaged $425,000, which was above market averages for Midtown, and featured one-, two- and three-bedroom homes, Penterra homes and penthouses, all in close proximity to Piedmont Park.

The two Penterra units are on the pool and club level, and contain exceptionally large terraces and higher ceilings than the others.

“Luxe’s parkside location and boutique building with extensive amenities were very appealing to the astute Midtown buyer,” Tufts says.

Luxe is one of six condominiums that ST Residential re-launched in Atlanta in 2010 after acquiring the Corus portfolio.  In addition to Luxe, The Marketing Directors also completed a sell out of ST Residential’s Horizon at Wildwood.

“We are impressed by The Marketing Directors’ team and the creative sales and marketing strategies they use at each of our condominium properties,” said John Huckaby, senior vice president of ST Residential, in a press release. “We were also lucky to own such a well-designed, well-conceived project as Luxe and The Marketing Directors was an integral part of our success there.”