Client Testimonial: Capital City Real Estate
Mindfully integrating new developments into historic neighborhoods is no small feat, but Capital City Real Estate shows us how to expertly weave the past into the present with one of their newest projects in Atlanta, The Roycraft. We spoke with Vicki Johnston, Director of Product Development, Sales & Marketing, to learn more about creating The Roycraft, partnering with @properties Development Group, and developing an online sales strategy that works.
Can you share insight into the vision for The Roycraft and how you fulfilled it?
The second we enter due diligence, we start our visioning process. We carefully consider the neighborhood we’re entering and look into its history to identify how we can make the development seamlessly fit. For The Roycraft, this was especially important because the site is located in Virginia-Highland, which is a historic neighborhood in Atlanta. During the visioning process, we discovered that residents in this area ordered Sears and Roebuck kit houses in the Craftsman style, which is where the inspiration for The Roycraft stems from. We set out to create a multi-family expression that holds true to the neighborhood’s rich history, with modern elements that reflect the state of urban living today.
Do you have any examples of how you used the history of The Roycraft’s location to inform the design and marketing of the building?
On the exterior, we knew that The Roycraft’s scale was not a traditional Craftsman building, so sourcing design elements directly from the neighborhood was key. We actually found a nearby home with dark earth-toned brick and recessed joints that became a big inspiration for the facade. Inside, the moldings, the wood, the colors — all of the interior design elements are Craftsman-inspired with a modern twist. The kitchen is situated near the front door, so it truly feels like you’re entering a Craftsman home. Ultimately, our goal is for residents to feel like they’re experiencing history in a modern way.
What types of amenity spaces are trending in upscale urban living right now? Are there any unique or standout features that you’re excited about at The Roycraft?
Our job is to represent the end user from the very beginning to the very end of the process. One of the most important factors when building a condo versus a rental building is being respectful of condo fees, which makes you really mindful of location. Condo fees will be through the roof if you include all of the amenities that you would in a rental. However, if you build near something like The BeltLine, Atlanta’s prized 22-mile urban walkway, the location becomes the featured amenity — and at The Roycraft, you’re right on top of it. We prioritized outdoor lounge areas that overlook The BeltLine, and the penthouse units have incredible private rooftop decks. Residents can sit outside with their aperol spritz, even if it’s raining, and watch BeltLine life go by. Essentially, it’s about buying in the neighborhood and enjoying the amenities of the area.
How has your experience with @properties Development Group strengthened projects like The Roycraft?
It took some time to find a company that feels like an extension of ourselves and that shares similar values, and @properties Development Group has been fantastic. They are a truly professional team that is upfront, honest, transparent and skilled at navigating relationships. Rather than simply pointing out problems, they use their experience to suggest creative and informed solutions. Their flexibility and willingness to adapt to our needs is also refreshing. For instance, we’re one of the only developers that sells completely online. This was a pretty significant change in process for their sales team to get on board with, but they were willing to jump into new technology and process. They’re true partners.
What has your online selling experience been like?
Our company culture is all about collaboration, transparency and communication, so we extended that philosophy to sales. We put as much information as we possibly can out there — videos tours of every single unit, unique views from all floors, pricing and condo fees. It empowers the buyer to make an informed decision and allows them to move at their own pace. We’re also able to track their behavior and identify when they’re ready to make the next step, so it’s important to be responsive when prospects do reach out. And the perk of online sales means they can submit an offer for The Roycraft whenever and wherever they want — even from their phone while passing by on the BeltLine.
The Roycraft is currently under construction and on track to deliver by December 1. Tour the Craftsman-inspired units and take in BeltLine views on their website.