Skaalen Venneval Fourplex Marketing Plan
Overview
Skaalen is constructing a new 4-unit, single-story ranch building at the corner of Amundsen Drive and Highway 51 — on the northwest corner of that intersection, directly across from the QuikTrip. The building sits at the edge of the existing Venneval/Skaalindal campus and will appear on the updated site map adjacent to where Venneval Drive turns east.
Target occupancy is June–August 2026, with June or July preferred.
The units are meaningfully differentiated from existing Venneval/Skaalindal stock: two-car garages, natural gas heat (vs. electric), two full bathrooms, and a new floor plan. This makes them attractive even to current residents who might want to upgrade.
Marketing Strategy
The plan follows a staged outreach sequence, moving from the most qualified audience outward.
Stage 1 — Internal Resident Outreach
Offer first right of refusal to current Venneval and Skaalindal residents. With ~164 residents on campus, it's plausible that one or more units could be filled internally. If a current resident moves into a new unit, their vacated unit also becomes available to the waitlist.
Deliverable: Letter or email to all current Venneval/Skaalindal residents with floor plan, pricing, and contact instructions.
Stage 2 — Waitlist Outreach
If units remain after internal outreach, contact the Venneval/Skaalindal waitlist in order. Interested parties respond to Dawn; selection is based on waitlist position (lowest number = first pick).
Deliverable: Letter or email to waitlist with floor plan, pricing, timeline, and instructions to express interest.
Stage 3 — Website Map Update
Update the Venneval campus map on the Skaalen website to show the new building footprint with a "coming soon" placeholder. This generates passive awareness among website visitors and prospective residents before formal outreach begins.
- Pending Chris's approval before implementation
- Building orientation follows the same axis as existing Venneval units
- Access will be via a new alley-style driveway slightly offset from Venneval Drive
Deliverable: Updated SVG/image map on the Venneval/Skaalindal webpage.
Key Details
| Item | Detail |
|---|---|
| Location | Corner of Amundsen Drive & Highway 51 (NW corner) |
| Unit count | 4 |
| Style | Single-story ranch |
| Garage | Two-car |
| Heat | Natural gas |
| Bathrooms | Two full |
| Target occupancy | June–July 2026 (August at latest) |
| Builder info source | Hoffman (details TBD) |
Action Items
| Owner | Task | Status |
|---|---|---|
| Dawn | Get Chris's approval for "coming soon" map placeholder | Pending |
| Dawn | Obtain floor plans and pricing from Hoffman/builder | Pending |
| Dawn | Draft resident outreach email/letter (Stage 1) | To do — awaiting builder details |
| Dawn | Draft waitlist outreach email/letter (Stage 2) | To do — contingent on Stage 1 results |
| Melissa / Asymmetric | Update Venneval campus map on website | Pending Chris approval |
Notes
- Physical signage on-site is deferred — too much construction activity in the near term
- No broader public advertising is planned at this stage; the staged internal approach is intentional
- The comprehensive print and website refresh planned for after November 17 (new financial data release) is a separate workstream but may overlap with map updates — see [1]
Related
- [1]
- [2] (this article)
- Source meeting: Skaalen Monthly Marketing Call — November 2025