About New Urban Connections

Meet Monica Van Dyke Johnson

Monica Van Dyke Johnson is the president of New Urban Connections LLC. Ms. Johnson’s role is to generate sales revenue for current and future communities through the management of integrated sales and marketing processes. The process begins with a thorough review of the project and the creation of a marketing strategy and branding program. Ms. Johnson oversees the development, execution and measurement of marketing plans and budgets, and the hiring, training and mentoring of sales and marketing staff. She works with associated advertising and public relations agencies to ensure marketing tactics are in keeping with the branding attributes of each neighborhood.

Ms. Johnson has more than 30 years of marketing, sales, advertising, and public relations experience in the areas of real estate, senior housing, and health care. Prior to founding New Urban Connections, Ms. Johnson served as Vice President of Sales and Marketing for LeylandAlliance for seven years. While at Leyland, Ms. Johnson created company-wide policies and procedures, implemented a customized Customer Management Software (“CRM”) program, and managed the marketing plans and implementation, branding, collateral development, and successful sales programs for company projects.

Prior to joining LeylandAlliance in 2001, Ms. Johnson served as the Vice President of Sales and Marketing for Retirement Living Services (RLS) of Hartford, Connecticut, a developer of continuing care retirement communities. In this capacity she was responsible for sales and marketing functions of client communities, ranging from achieving pre-sale requirements for bond financing to meeting post-construction occupancy targets. Previously, Ms. Johnson was Vice President of Marketing and Public Relations for the Arden Hill corporations in Goshen, New York (now known as Orange County Regional Medical Center and Elant). These corporations provided in- and outpatient hospital and mental health services, senior services ranging from nursing home, adult home, day care services for seniors and continuing care retirement housing, home health care services, and children’s day care and summer camp programs. Ms. Johnson was responsible for all marketing, public relations and sales activities for the corporations. She successfully marketed and achieved sales targets for the first approved life care retirement community in the state of New York.

Ms. Johnson grew up in the Panhandle of Florida and was a resident of Ft. Walton Beach when Seaside was first started. At that time she was working as Marketing Communications Director for Seascape Resort in Destin, Florida, her first job in real estate development. She is a graduate of the University of West Florida in Pensacola, Florida. Ms. Johnson lives in Norfolk, Virginia in the heralded New Urban development of East Beach.

Ms. Johnson’s affiliations have included memberships in the Congress of New Urbanism, Seaside Institute, New York State and Hudson Gateway Association of REALTORS, National Association of Homebuilders, and the National Sales and Marketing Council. She has been a speaker at the Congress for New Urbanism’s annual conference, the NAHB International Builders Show, National Town Builders Association’s Roundtables, and presented at numerous regional conferences.