A butterfly symbolically associated with Longwood Towers in Brookline signifies the metamorphosis of the historical gem from outdated apartments into beautiful condos.

Led by Diane Maloney, president of The Marketing Group of New England (TMG), the property rebranding by Doerr Associates was one important step in the Longwood Towers revitalization. A true bright spot in the worst real estate market since the Great Depression, the success of the Longwood Towers sell-out came from over 20 years of residential real estate experience and a combination of conventional and event marketing.

“In this challenging market, we were able to achieve success because of our expertise and market knowledge,” Maloney said. “We have a very experienced, project- dedicated onsite sales team, which is a different value proposition than what developers get with a traditional general brokerage firm.”

The sales of approximately 90 units at Longwood are part of the ever-growing success story of The Marketing Group of New England. Founded in 2004, TMG is a registered residential real estate marketing and sales firm. The firm provides a wide array of services to developers from providing marketing strategies and pricing guidelines, to floor plan design, branding and logo identities, and sales collateral.

TMG took on the major task of repositioning Longwood Towers in June 2008 after the previous developer had failed to gain enough momentum to get the project rolling. TMG stepped up to the plate, working with financer ISTAR Financial.

“During these tough economic times, developers are faced with difficult decisions,” Maloney said. “What’s the right mix of unit types? How large should the master bedrooms be? What’s the right pricing per square foot? Who is the target buyer? We help developers build to the market, similar to retail products.”