In order to best help you, tell us where you are in your new home search.

  • When you join our list, you agree to receive email updates and promotions, as well as calls if you share your phone number.
When you join our list, you agree to receive email updates and promotions, as well as calls if you share your phone number.

Stay Connected with Schell Brothers!

By completing the form below, you are signing up to receive valuable realtor communication from Schell Brothers. This includes the latest updates on our communities, new listings, exclusive incentives, and more. Don't miss out on the exciting opportunities we have in store for you and your clients! Fill out the form now to stay informed and be part of our thriving real estate network. Additionally, kindly review and agree to our Terms & Conditions to unlock eligibility for our exclusive Real Estate Agent Rewards Program.

Effortlessly Enroll Your Clients.

Complete the form below to conveniently register your clients for multiple communities in a single submission. Additionally, kindly review and agree to our Terms & Conditions to unlock eligibility for our exclusive Real Estate Agent Rewards Program. Experience a hassle-free process with us - it's as straightforward as that!

Real Estate Agent Information
Client Registration
(valid client phone only please)
Add Another Client Form Remove Last Client Form

Note: By registering your customers, you’re agreeing to the terms outlined in our Real Estate Agent Rewards Program. Clients will be sent an email confirming they have been registered by you as their real estate agent.

Terms & Conditions

To be eligible for the Real Estate Agent Rewards Program, the following registration guidelines must apply:

  1. The online registration is valid for six months. It is the responsibility of the Agent to re-register his/her Clients after the expiration date in order to be eligible for any applicable Schell Brothers Rewards Program(s).
  2. The Customer visited a Schell Brothers/Kincade Homes community and/or Branch Out Division as a result of the Agent's recommendation.
  3. The Customer was registered by the Agent before or during the Customer's first visit to a Schell Brothers community.
  4. The Customer acknowledges, that the Agent referred him/her to a Schell Brothers/ Kincade Homes community and/or Branch Out Division.
  5. Schell Brothers/Kincade Homes will only pay one Broker commission per sale. In the event the customer is registered by multiple Agents, Schell Brothers will pay the real estate agent designated by the customer at time of contract.
  6. The Customer has been presented with a Customer Information Sheet (CIS).
  7. Schell Brothers reserves the right to pay the broker commission prior to settlement after contract ratification and receipt of a mortgage pre approval and/or proof of funds available to settle on the property. However, in the event the Customer terminates the contract, defaults on the contract, or does not settle on the property for any reason, Agent/Broker agrees to reimburse Schell Brothers for the full commission paid. Agent also reserves the right not to be paid prior to settlement.

* All information subject to change without notice, certain exclusions may apply. See Sales Team for more information. Commission and/or bonus is pre-paid for non-contingent contracts only upon receipt of all deposits and pre-approval or proof of funds to close. We reserve the right to reclaim commission and bonus if sale does not go to settlement. Accordingly, the Agent may elect to defer payment until after settlement at his/her discretion.

×
Schell Brothers named 2023 Builder of the Year by PROBUILDER Magazine. Read the Article

Purposefully Different: Not Your Ordinary Basement

By Ali Gilliam, in All Communities


Whether you’re building at the beach or securing a homesite in one of our new home communities in Richmond, many of our homesites feature basement living, specially designed for your needs and your modern lifestyle. A basement is an ideal place to get away, kick your feet up, and treat yourself to some hard-earned rest and relaxation. Offering a variety of uses for those of you expanding as the little ones grow, or downsizing as the big kids head off to college, these aren’t your ordinary basements…
Designed With You in Mind
You’ll love that your space is tailored to your evolving lifestyle. Whether you’re craving additional space for the kids, interested in a place for entertaining, or in need of extra room for out-of-town guests, our basements offer the personalization you need. Retiring? A basement is perfect for storing as you downsize, or for finally creating that bonus room you’ve been dreaming up on Pinterest for the past few years. Take a look at a few of the ways the team at Echelon Interiors has dressed up the basements in our model homes. Pool table, shuffleboard, game area, bar…the options are endless!
basement
basement
basement
basement
basement
basement
Basement Living
There are countless options for making the most of your finished basement, which is why so many of our homeowners scramble for homesites that accommodate basements. Place for the kids or grandkids to hang out? Check! Man cave? You betcha! Entertainment space for game night? Of course! Open bar for hosting your own happy hours? Absolutely! Picture your current home and ask yourself what you would do with some additional space. Now, imagine that you can have it all with the simple choice to opt for basements.
For more on our floor plans: click here!

Sized Perfectly: Introducing the Coastal Cottage Series

By Ali Gilliam, in Bayside

coastal cottage series
A home is so much more than four square walls, which is why we offer numerous floor plan options, each with high-end finishes and innovative spaces adapted perfectly for the way you live. “Your home just feels better” is something we hear often from people visiting our model homes, and it’s that exact sentiment that we strive for with each new floor plan we offer, including the Coastal Cottage Series. 
Experience the Difference
At Schell Brothers, we’re always innovating, priding ourselves in building homes that showcase both superior craftsmanship and design. Our floor plans are born from customer feedback and extensive research, all in an effort to pinpoint what homeowners really need from a new home, not what traditional designs dictate. In place of formal dining rooms and living rooms, you’ll find open floor plans that cater to the realities of your modern lifestyle. Whether you’re housing a growing family, looking to downsize to a slightly smaller home, or on the hunt for the perfect home-away-from-home at the beach, there’s a floor plan sized perfectly for you, and it just might be one of the new single-family homes in our Coastal Cottage Series
What You’ll Love
The homes in the Coastal Cottage Series boast all of the innovative features of a typical Schell home: picture windows maximizing natural lighting, informal living spaces that overlook the first-floor great room, courtyards that are both quaint and accessible…all designed with you in mind! Oversized nooks, large pantries, mudrooms, flex rooms…yep, it’s all still there! Take a look at a few of the floor plans:

The Jasmine Coastal Cottage Series Coastal Cottage Series

 

The Lilac

Coastal Cottage Series - The Lilac

The Orchid

Coastal Cottage Series - The Orchid

The Jasmine, The Lilac,  and The Orchid are currently available The Peninsula. The Jasmine and The Lilac are currently available at Bayside.

Build New at the Beach
Our new single-family homes are sized perfectly for the homebuyer interested in low maintenance living in a coastal community that’s full of social activities. We are currently offering a few floor plans in the Coastal Cottage Series at Bayside and The Peninsula, with more to come at Truitt Homestead, the only 55+ community in Rehoboth Beach, designed perfectly for the homebuyer looking for low-maintenance living paired with built-in options for the future. Stay tuned for more!
 
 
For more on our new home communities, click here OR contact Sara, our online community consultant, at (302) 745-9614

Planning for Your Retirement Dream Home

By Ali Gilliam, in All Communities


Pre-planning
As difficult as it can be to think too far into the future about your big retirement move (or to even begin to think about the daunting task of packing!), the reality is pre-planning is the first, and perhaps the most important, step on the path to your retirement dream home. Like all good plans, the first step involves thorough research. From geography to financing to proximity to quality healthcare, there’s a lot of consider before making any major decisions.
Asking yourself what matters most
Is it being close to family? Having warm weather year-round? Maintaining your active social life? Escaping the big city life? These are just a few considerations to keep in mind before making any major decisions on your next big move. The lure of year-round sunshine and warm weather in Florida or Arizona may lose its luster once you realize how difficult it is to see your children and grandchildren as frequently as you would like. You may think you want seclusion and privacy, but at the end of the day, a community with a vibrant social scene might actually be the perfect fit for you. Make a list of your ‘must-haves’ and ‘can’t live withouts’, followed by a list of the items you are willing to sacrifice when push comes to shove. What’s your budget? Is it important to be near a major hospital? How far do you want to be from your kids? Prioritize what matters and find a region and a community that coincides with those priorities.
Exploring ALL of your options
You may think you know exactly where you want to retire, but have you considered all of your options? We often hear from homeowners that they weren’t intimately familiar with Delaware at the start of their home search, but after doing their research on the retirement-friendly state, they soon found it was the perfect fit. Beyond geography, it’s also important to weigh the pros and cons of specific communities. Is it important to have a pool, fitness center, or clubhouse in your community? Would you prefer age-restricted? How about an on-site activities coordinator with a full social calendar? Picture your ideal lifestyle and find a community that pairs perfectly with that vision.
Tomorrow could be today
We all get caught up in the “I’ll think about it later” mentality; after all, there’s always tomorrow right? The downside to waiting too long is missing out on the incredible array of activities that await you in your new community. Acting now could mean getting one step closer to low maintenance living and a vibrant social scene. Not ready to fully commit? How about purchasing a second home to enjoy seasonally with family and friends before making a bigger move? A second home also allows you to get the feel for the area before living there full-time (plus the added benefit of a second home at the beach!).
Whether you are ready to downsize and retire tomorrow, considering a second home for your retirement future, or in the very (very!) early stages of retirement planning, weighing your options for the future and planning accordingly will have a lasting impact. Your dream retirement home is out there, take the first steps now in planning for your retirement dream home!
For more on the retiring in Delaware: http://schellbrothers.com/find-new-homes/delaware-beaches/retire-in-delaware/
And for more on our new home communities in Delaware: http://schellbrothers.com/find-new-homes/delaware-beaches/
Or speak with someone directly! Find your perfect fit by speaking with Sara, our online sales consultant at (302) 745-9614.
 

Planning for Your Outdoor Living Space

By Ali Gilliam, in All Communities


Now that spring has officially arrived, bringing warm weather and sunshine in tow, it’s natural to gravitate towards the outdoors to soak up the sun and enjoy all of those vibrant pops of color from the blue skies and spring flowers. It’s also the perfect time to revel in your outdoor living space. And if you don’t have an outdoor oasis of your own, now is also the time to take action!
Designed for the Way You Live
We like to operate under the notion that the living space in your home doesn’t have to be restricted by four walls. In fact, you can blur the lines between indoor and outdoor living with a courtyard that embodies all of the features of your home that you love. Whether you envision a space for entertaining family and friends, or a place for to kick back and relax, your outdoor oasis should embody the aesthetics, functionality and flow of your new dream home.
Visualizing Your Dream Space
Start by asking yourself how much time you currently spend outdoors. If you don’t have a courtyard, porch, or back deck, do you think you would spend more time outside if you had one in your new home? If you do have an outdoor living space, make a list of what you love about it, along with a list of what you would change about it. Is it big enough? Too big? Do you wish you had a fireplace? Would you entertain more if you had an outdoor kitchen? Visualize your dream space and know that it can happen!
Expand Your Interior Horizons
We believe that a home is more than just the space within its walls.  Think multi-level courtyards with outdoor kitchens, stone fireplaces, water fountains, irrigated planters and other features that allow you to bring the outdoors in:





Explore Your Options
At the end of the day, your outdoor oasis should be tailored to your tastes. Visit our model homes this spring and take note of courtyard spaces that you love. Explore our website and Facebook page for photos. And for more on our Courtyard Series, click here. OR for information on our partners at Creative Courtyards: here.
 

Delaware Healthcare: What’s Available Near Your New Home

By Ali Gilliam, in All Communities

Delaware healthcare
For the out-of-towner new to our area and thinking about buying a permanent or secondary home in Delaware, one of the first things you’ll consider is how close you’ll be to quality Delaware healthcare facilities. While the beach itself has innumerable healing qualities, we all want to know that our health needs will be attended to by the best of the best. The good news is, in addition to being within driving distance of some of the best hospitals on the East Coast, Delaware healthcare has bragging rights to its own award-winning hospitals.
What’s Nearby
If you are in Southern Delaware, your immediate option will be Beebee Healthcare. Located in Lewes and near Rehoboth, Beebe offers a wide array of inpatient, outpatient, emergency and diagnostic surgeries. For those of you looking to settle further north (or if you don’t find your needs met at Beebe), Northern Delaware is home to the nationally-acclaimed Christiana Hospital. Located in Wilmington, Christiana Care Health System is one of the country’s largest health care providers, ranking 21st in the nation for hospital admissions.
What’s Offered
Christiana is Delaware’s only Level I Trauma Center. It’s is also a major teaching hospital, with two campuses and more than 250 medical-dental residents. In addition, the campus includes the Center for Heart and Vascular Health and the Helen F. Graham Cancer Center
In addition to offering inpatient, outpatient, emergency, and diagnostic services, Beebe also operates the Beebe Health Campus on Route 24, Georgetown Health Campus, and Millville, Millsboro, and Milton satellite centers, which offer satellite imaging, physical rehabilitation, and lab services, including walk-in care centers. In addition, Beebe offers Beebe HealthyBack, Ornish Reversal Program and Cardiac Rehab, Wound Healing & Hyperbaric Medicine and Diabetes Management & Medical Nutrition Therapy, Gull House Adult Activities Center, Beebe Home Care Services, the Margaret H. Rollins School of Nursing, and more throughout Sussex County.
Awards and Accolades
Next to first-hand experience and word-of-mouth, one of the best measurements of quality healthcare are found in the awards and recognition received over the years, which both Beebe and Christiana have secured in a variety of areas.
     Beebe:

  • Named America’s 100 Best for Cardiac Intervention
  • Received eight Healthgrades Five-Star ratings in clinical areas: Total Knee Replacement – 14 years in a row; Spinal Fusion Surgery – 8 years in a row; Total Hip Replacement – 2017; five-star designations in Stroke, Pneumonia, Sepsis, and Respiratory Failure.
  • Beebe Healthcare received The Joint Commission’s Gold Seal of Approval for Joint Replacement – Hip, Joint Replacement – Knee, and Spine Surgery.
  • Beebe has been NICHE (Nurses Improving Care for Healthsystem Elders) since 2011.
  • Beebe’s Tunnell Cancer center is accredited by both the Commission on Cancer of the American College of Surgeons, and the Quality Oncology Practice Initiative (QOPI®) Certification Program, an affiliate of the American Society of Clinical Oncology (ASCO).

      Christiana:

  • The US News & World Report places Christiana Care’s Department of Medicine and Department of Surgery among the top 50 listings in 2 specialties – Gastroenterology and Urology.
  • Christiana Care’s Center for Heart & Vascular Health has been awarded the highest national ranking—three stars—from The Society of Thoracic Surgeons.
  • Christiana Care Health System achieved Magnet®recognition for excellence in nursing by the American Nurses Credentialing Center
  • Christiana Care Health System’s Surgical Critical Care Complex (SCCC) earned a Silver Beacon Award for Excellence from the American Association of Critical-Care Nurses

To learn more about Beebe Healthcare: https://www.beebehealthcare.org/
To learn more about Christiana Care Health System: https://christianacare.org/
 

Tips for Downsizing and Moving to a New Area

By Ali Gilliam, in All Communities


With the kids moving out, it’s natural to start thinking about leaving a house that is too big for you or requires too much maintenance. Perhaps you’re not ready to make the leap to condo or apartment living. Or you know that you want a home that’s not quite as big as what you have now, but that can still accommodate the kids and grandkids when they visit. You’ve also found yourself wishing you had more social activities nearby, or conversely, worrying that moving to a new area will disrupt the social life you’ve built in your hometown. The truth is, downsizing your home and moving to a new area can raise a lot of questions and concerns, but with the right planning, the outcome can surpass your new home dreams.
Weighing the Benefits of One-Story Living
For many, the thought of downsizing from your current, multi-level family home to a one-story rancher might seem impossible, but we have found that many of our homeowners quickly embrace the functionality and flow of our open, ranch floor plans. That separate dining room you thought you needed? Not so much. The formal sitting room at the front of the house? It was really a repository for collecting miscellaneous items and dust. On the contrary, downsizing doesn’t necessarily mean sacrificing space, in fact, reallocating space to give way to functionality means open floor plans that flow effortlessly from room to room, with options for tech nooks, bonus rooms, and even basements, to fit perfectly to your modern lifestyle.
Joining a Community
If you’ve been living the country life for the past few years, or if you’re a city-dweller and are used to being close to social activities, buying in a planned community could be the perfect fit for you. Our communities pack some serious punch with their extensive list of amenities, from state-of-the-art clubhouses that serve as the social hub of the community, to full social calendars, to golf courses, tennis/pickleball courts, hiking trails, dog parks, indoor/outdoor pools, and dining. An amenity-rich community means neighbors that quickly become friends and a full social calendar all year long.
Picking the Perfect Location
If you’re considering packing up and moving to a new state, Delaware has it all. If you’re thinking, ‘what is there to possibly do in Delaware,’ we feel you, it’s a small state that is relatively off the map, but the truth is, our small state is chocked full of adventures and activities. Activities aside, the real draw is the tax benefits. With property taxes among the lowest in the nation, imagine what you can do with those savings! Travel more, invest more freely in your hobbies (or finally try that new hobby you’ve been eyeing up), or spoil your grandkids to no end.
 
Selling your home to downsize and move to a new area can be overwhelming, but envisioning the active, stress-free life that awaits you makes it much more manageable. Find a new floor plan that doesn’t make you feel like you’ve sacrificed your lifestyle, join a community that aligns with your active social life, and select a location that hits all the items on your checklist.

The Peninsula Clubhouse Grand Opening

By Ali Gilliam, in Uncategorized


In case you missed it, The Peninsula homeowners welcomed a new addition at the end of 2016, the brand new Peninsula clubhouse!
The stunning architectural beauty has been the belle of the ball so to speak for the past few months, as homeowners, prospects and employees have admired the progress of the state-of-the-art 33,000 square-foot clubhouse. Now that the Peninsula clubhouse is officially complete, it’s fitting to throw a grand opening celebration and personalized tour of the community’s focal point.
So what makes this clubhouse so special (and celebration-worthy)? For starters, the clubhouse features an awe-inspiring architectural design that embodies the gracious character of The Peninsula. If you’ve ever driven through The Peninsula, the first words out of your mouth were probably, ‘wow.’ We tout The Peninsula as one-of-a-kind because it truly is one-of-a-kind. The clubhouse was designed to tie closely to that one-of-a-kind, first-class Peninsula lifestyle while providing a welcoming place for friends and family to gather. The interior space features a wine room, fine dining, banquet space, wood burning pizza oven, billiard room, locker rooms, premier golf shop, and interactive HD golf simulator. Plus, let’s not forget the veranda, which wraps around the back of the building, providing residents with an alfresco seating area with a fireplace and views of both the golf course and the Indian River Bay. In addition, the event lawn will accommodate large parties of up to 800 people. ‘Wow’ indeed!
Interested in a tour? You’re in luck because the Clubhouse Grand Opening is this Saturday, February 18, 11am-3pm. But until then, here’s a few teaser shots for your enjoyment:
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse
Peninsula clubhouse

Exploring Delaware’s 55+ Communities

By Ali Gilliam, in All Communities

 
55+ communities in Delaware
The benefits of choosing one of Coastal Delaware’s 55+ communities for retirement are endless, ranging from the area’s ideal location, to its mild climate, to the healthy and active lifestyle. If you’re eager to stay close to family and friends, while enjoying an active retirement and fulfilling a lifelong dream of living at the beach, than Delaware should be at the top of your list. What’s more, there are plenty of 55+ communities, be it a strictly 55+ community or a community boasting all of the amenities you’re looking for.
Location
Bordering Maryland, Pennsylvania, and New Jersey, Delaware residents enjoy close proximity to some of the East Coast’s major cities, including Philadelphia, Washington D.C., New York, and Baltimore. Closer to home, the Mid-Atlantic location means that temperatures are mild, particularly when compared to the blustery winters of the Northeast. Summers at the beach are a far-cry from the heat waves in Florida, with fall following closely behind with gorgeous autumnal weather. And with water as far as the eye can see, there are plenty of water activities to enjoy. In fact, Delaware has roughly 26-miles of Atlantic Ocean coastline, 25 miles of Delaware Bay coastline, and 115 miles of inland bay shoreline. At the Delaware beaches, you can retire in the coveted Rehoboth beach zip code, relish in the quiet of Bethany Beach (a.k.a the Quiet Resorts), position yourself closer to Ocean City, or opt for the full 55+ community treatment in Millsboro or Rehoboth, just a short drive from the beaches.
Tax Benefits
Certainly the most lucrative advantages of retiring in Delaware – no matter which community you choose –  are the tax benefits. Property taxes are among the lowest in the nation in Delaware, with property taxes on a 2,000 square-foot home in Delaware averaging $125/month – that’s less than 10% of the tax on an equivalent home in New Jersey. In addition to enjoying some of the nation’s lowest property taxes, you’ll also capitalize on the fact there is no sales tax, no tax on social security benefits, and no inheritance tax. Homeowners 65 and older get a credit equal to half of the school property taxes, up to $500. With all of your savings, imagine the possibilities!
Healthy Lifestyle
Delaware proudly touts top-rate healthcare at Beebe Medical Center. The region’s close proximity to Baltimore, Philadelphia, and Washington D.C. also positions residents within a short drive to some of the nation’s best hospitals, including Johns Hopkins University Hospital, Jefferson University Hospital, and the National Institutes of Health.
Delaware living also lends itself to an active lifestyle, with miles upon miles of beaches, trails, and parks to hike, bike, jog and explore. Many of our 55+ communities also offer indoor and outdoor pools, fitness centers, tennis and/or pickleball courts, basketball courts, walking trails, and golf courses. Plus, easy access to Delaware’s numerous state parks and biking trails.
Vibrant Lifestyle
Whether you are new to Delaware or have lived here for years, chances are there is a restaurant, local shop, historical site, or small town waiting to be explored and enjoyed. The vibrant communities of Southern Delaware keep its residents of the 55+ communities endlessly entertained. Fenwick Island, Bethany Beach, Rehoboth Beach, Lewes, Milton, Bridgeville, Millsboro…Delaware’s towns are ideal for active retirement. Plus, award-winning restaurants, quaint shops, and a wide variety of local festivals that keep locals busy year-round.
Beach Living
There is nothing quite like the relaxed lifestyle that comes with beach living. Even with a wide array of activities to keep residents busy, the pace is decidedly relaxed in Coastal Delaware, with a true love for enjoying life’s little moments (like those stunning sunrises and sunsets along the beaches and bays). With 55+ communities situated in Bethany Beach, Rehoboth Beach, and Fenwick Island, and with others just a short drive from the local beaches, how near or far your home is from the beach is entirely up to you.
 
New to Delaware or a seasoned pro, the entire state is studded with retirement and 55+ communities to call home. In Southern Delaware, the tax benefits will certainly draw you in, but it’s the area’s close access to the water, peaceful surroundings, active lifestyle, and quaint towns that you’ll fall in love with over and over again.

5 Reasons to Buy a Beach Home in Coastal Delaware

By Ali Gilliam, in Uncategorized

At the Delaware Beaches, the list of reasons to live here is seemingly endless, but the reasons to buy a beach home are all the more compelling. From the fiscal perks right on down to the simple joys of beach living, buying a beach home in Coastal Delaware is ALWAYS a good idea!

1. It’s a Great Investment. While real estate markets, like most other economic indicators, ebb and flow, beach homes are proven to retain their value extremely well over time. Think about it…there are only 26 miles of Atlantic coastline in Delaware, a finite amount of area where homes can be built. And as long as the ocean is right next door, this land and these homes are going to remain highly sought after. While they cost more to purchase initially, they are also proven to be a fantastic investment over time.

2. Rental Income. If you’re not living in the home full-time, then you’re looking at a nearly certain second income by renting the property out to tourists when you’re not using it. The rental amount, in Southern Delaware or in any coastal area, will vary according to the time of the year, but it’s a great “ace in the hole” to have at the ready.

3. Head Start on Retirement. It’s no secret that Southern Delaware has become a mecca for the retirement set in recent years, leading to the birth of the term, “Florida of the North.” Even if you’re not yet retired from your career, why not buy your dream home now so it’s waiting for you when you finally do call it quits?

4. Unscheduled Vacations. If you have a home at the beach and don’t live there year-round, you have a ready-made home base anytime you feel like getting away for a vacation with friends and/or family. You can also store your vacation gear (think beach chairs, towels, beach umbrellas, etc.) at the home so you don’t need to carry it back and forth from your primary residence.

5. Health Benefits. Okay, so this one is a little more difficult to quantify as it’s more of a state of mind than an opinion based on hard facts, but how often have you visited the beach, smelled that pure salt air, felt the cool ocean breezes on your face and just automatically felt better? It’s easy to feel at peace when you’re at the beach, and that often leads to mental and physical benefits that are far-reaching.

Giving Feels Awesome: The Story Behind our Christmas Story

By Ali Gilliam, in All Communities

christmas-commerical-blog-header
By now, most of you probably realize that Christmas is our favorite time of year. From our holiday billboards, to decorating our model homes, to our Christmas ads, we start thinking Christmas as soon as the sun sets on the summer season. What many of you might not realize, however, is that all of our holiday ads – including our beloved Christmas commercials – are produced entirely in-house. From idea to execution, this year’s Christmas story was a labor of love.
According to the mastermind behind our latest Christmas commercial, Pat Gallagher, the video was born from a desire to tell the true story of the holiday season…the story of giving. “I knew I wanted to tell a story about selflessness and giving. I narrowed in on bikes because they’re more than just a new toy for a kid, they symbolize independence, freedom, mobility…it’s a status symbol for kids before they can drive. It also tied in nicely with our holiday incentive that encouraged homeowners to bring in new bikes to be donated to Toys for Tots.” We ended up with hundreds of brand new bikes for this year’s toy drive. “We actually ended up donating the bike we used for the commercial to the drive, it was a no-brainer,” Pat noted.
After dedicating a few hours to research and brainstorming, Pat came up with the idea for what would later become the focal point of our holiday season and what we’ve come to know as, ‘Giving Feels Awesome.’ “The goal was to mislead the viewer at first so that they would think that this is just a typical kid that wants a shiny new bike for Christmas. I wanted the viewer to think he was motivated by his own selfish desire; then later you realize that it’s actually for his friend that doesn’t have a bike. Now they can ride around together.”
Story fully in-tact, the next step was finding the props, location, and the actors, and like all aspects of our marketing, we wanted to keep everything entirely local. Enter, Clear Space Theatre Company. “We always try to reach out to our theatre contacts to cast roles. I knew this story required some serious talent, so we knew where to turn.” Interestingly enough, Pat credits his passion for video and storytelling to Clear Space, where he used to do shows as a kid. “It was my first dive into the realm of storytelling. I began to realize I wasn’t cut out for being on the stage; but still had a creative urge, and a passion for stories. Later, I found my place behind the camera.”
All of the actors in the video are local, including a few cameos from some Schell employees. “The kids were great,” said Pat. “They were more than capable of carrying out the actions and emotions we wanted them to.”
In addition to the actors, all of the locations and props were locally based, including the coveted bike, which we purchased from our friend George at All Wheels and shot in the window of Christmas Spirit in Rehoboth. As for the shots of the boys riding their bikes, what better place than Lewes! With its colonial houses, classic-looking sidewalks, and heavily tree-lined streets, it was perfect. Having lived in Lewes since he was born, it’s easy to see where Pat’s vision and inspiration came from.
Of course, once filming has wrapped, the magic has only just begun. Selecting the perfect music, bringing the story to life, and taking the original 1:28 version and condensing it to television-friendly 30-second and 60-second formats was a labor of love, but well worth the labor when the final product hit television and social media. “We decided to not let the time limit dictate the story; instead we started with the full version, then worked it back into the TV versions. The full one is obviously our favorite,” Pat explained.
328 shares and 75,931 views on Facebook later, a celebration was in order, so we invited the kids from the shoot to the Schell office to meet Chris, take a tour of the office, and watch the video over pizza and sodas. “We got to have a conversation with the kids and their families about the process of turning this story into a reality,” says Pat. All the actors walked away with some Schell swag and their monetary compensation, which one of the girls generously decided to donate while serving her volunteer shift as a bell-ringer for the Salvation Army! Just another testament to the true spirit of Christmas…
GIVING. FEELS. AWESOME.


 
We hope you enjoyed our Christmas Story, but more importantly we hope it inspired you to remember the simple joy of giving.