Case Study

Magnolia Green

Situation

Magnolia Green is a master-planned community in Chesterfield, Virginia, offering a wide array of neighborhood amenities that appeal to potential residents in all stages of life. The community was facing a highly competitive real estate market in an area with a rapidly growing population and needed a strategic, creative message that would to stand out from the crowd.

Approach

Highlighting the southern hospitality and pride of residents living “South of the River,” we created an integrated advertising campaign focused on the charm unique to Magnolia Green. We developed a strategy and media plan that spoke to potential buyers at relevant points in their lives. Newspaper and banner ads, direct mail pieces, a refreshed website, and social media content all drove traffic to the community’s Welcome Center.

Outcome

  • In the first few months, Magnolia Green saw a 20% spike in website traffic, with a 35% increase in social engagement through Facebook. 
  • The digital component of the campaign increased social reach by 154%, which drove an increase in web traffic of 40%.
  • The community had a record-breaking year in 2017, selling 204 homes — 20% more than originally projected — and was voted “Best New Homes Community.”

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