The Retreat at Bennett’s Creek - New Home Community Branding Case Study

 

 The Project:

WeldenField & Rowe Custom Homes and Neighborhoods came to us with a new community in mind, “The Retreat at Bennett’s Creek”.

The Retreat at Bennett’s Creek is a new home community located on the banks of Bennett’s Creek in Suffolk, VA. The community hosts plenty of great features, like a dog park, outdoor kitchen/grill area, deep water access complete with a kayak/canoe launch, a clubhouse that serves as the entertainment hub and unique floor plans. In other words, this community is going to be great.

 

The Problem:

How to generate interest in the community before the model homes and amenities are built and keep their attention.

 

The Solution:

To put in place a marketing campaign for the first year. One that can be continued throughout the selling cycle.

 

 

Bringing a Community Online

What's the first thing people do when they see a new sign go up and heavy construction equipment roll in? They google! So we knew that we needed to establish a web presence right away. Weldenfield and Rowe already have an existing site that we created for them, so we decided to design a custom and mobile-friendly landing page specifically for this new community. Users can easily learn more information, see floor plans and renderings, and contact the agent. We also included an email newsletter sign up form to be on the landing page, we knew we wanted to start building a database of interested home buyers.

 

Sharing the Builder's vision

The builder had a vision for this new home community before the ground was even broken and we knew it's our job to tell the story. But first, we needed to "frame up" the message to appeal to his target audience. Therefore, we conducted a discovery exercise to uncover the Retreat at Bennett's Creek ideal brand and target home buyer. From this exercise, we created the brand messaging. Brand messaging refers to the underlying value proposition conveyed and the language used in your content. It’s what makes buyers relate to your brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy from you. 

 

The Tagline

Taglines actually fulfill a very important purpose: they let you quickly and efficiently sum up what your company is all about.

The Retreat at Bennett’s Creek will be the place for buyers that want a peaceful and outdoorsy lifestyle all while experiencing a maintenance-free community.

 

 

“Live Your Best Life” is a predominant phrase being used in today’s society and perfectly sums up what this community is all about, especially with the one-of-a-kind amenities that they offer.

 

NEVER BUILD WITHOUT A PLAN

Once we know all there is to know about a brand, our designers create a visual representation called a Stylescape. This ensures everyone is on the same page and will serve as a guide for us in future marketing ideas for The Retreat Bennett’s Creek.

 

EVERYTHING IS MARKETING - MARKETING IS EVERYTHING.

 

Video Marketing

After our landing page, tagline, and stylescape work, we knew we needed to create a stunning promo video for this community. This promo video got potential buyers interested and hyped in the new community. We paired the creative drone work with exciting music and great copy to complete this video. After creation, we blasted this video everywhere it made sense and watched the interest roll in.
 

View the video here:

Retreat at Bennett's Creek Teaser - Final from 3 Waves Media on Vimeo.

 

We will continue to release new videos as the building progress continues such as this walk-through video on their model home.

Retreat at Bennett's Creek - Nansemond Walkthrough from 3 Waves Media on Vimeo.

 

Social Media Strategy

To ensure complete engagement and potential buyer interest, The Retreat at Bennett's Creek enrolled in our Social Media Management service, which included 12 months of organic, paid posts, and account creation. We created a branded Facebook, Instagram, and Twitter accounts for The Retreat at Bennett's Creek and started work on social media friendly content. Our organic posts will feature amenity highlights, community happenings, and construction progress while our paid posts will be responsible for gathering page likes and getting the information out.
 

                     

 

RESULTS

 

 

Are you in need of some branding work? Or do you just need someone to manage your social media? We can help. Contact us and we can get started on creating something great for you.