Profile: West Bay Club, a Lehman Brothers community, is a 15-year-old private club community located in the non-destination market of Estero, Florida.

Product: With limited single-family estate homes and homesites remaining, the primary objective was to sell the existing inventory of more than 200 condominium residences in two high-rise towers overlooking Estero Bay.

Pricing: Due to lower market values and increased competition, the developer is competing directly with many resale properties in the Towers. A new sales strategy focused on creating the "bottom" with no additional negotiation on price.

Amenities: Pete and PB Dye golf course, private beach club, Cliff Drysdale Tennis Academy, swim and fitness club, clubhouse, boating access to Estero Bay

Unique Challenges: This well-established golf and beach community was well known as a single-family country club community. The Cotton Solution focused on repositioning the project as a beach and golf community, with an emphasis on carefree, maintenance-free condominium living. Cotton & Company's sales and marketing program showcased a strong value-driven message and created a surge in absorption in the summer of 2008. Following the Lehman Brothers bankruptcy in September, Cotton reenergized the program, resulting in a 700 percent increase in sales from the previous year.