How do you attract prospective home buyers to a community that’s yet to be built?

Located in the wide-open Colorado plains, Westerly is a master-planned community that blends nature and modern living. Southern Land Company, who was developing the project, came to Dotted Line to help them bring Westerly’s story to life to attract buyers. 

Our challenge? At the time, Westerly was just an “idea” and only existed as renderings. Furthermore, pandemic-related delays were impacting construction. 

Drawing on our real estate storytelling experience, research, and strategic insights, we not only found creative ways to bring Westerly to life “virtually”, but also developed a compelling brand promise – “Life like never before” – to express the unique appeal of being part of a community built from the ground up with intention, accessibility, and natural beauty.

Our efforts included brand guidelines inspired by Westerly’s unique location and design, an engaging website, and marketing materials that enabled potential homebuyers to visualize this yet-to-be-built community. And to invite even more people in to experience life at Westerly, we utilized social and digital ads that focused on relatable lifestyle-oriented stories and imagery.

Ultimately, we were able to turn Southern Land Company’s vision of Westerly into something people could see, feel, and even long for. As a result, pre-orders for the first homes surged in 2023 demonstrating strong market enthusiasm and establishing Westerly as Southern Land Company’s newest successful endeavor.