The ducks set their sights on developing a brand for Revolve Residential’s new South End townhomes that truly spoke to the Millennial first-time homebuyer’s desire to have their own space that they own. We started with the name “Domain” to appeal to people wanting to be the master of their own domain, which is also a cheeky reference to Seinfeld that some picked up on.
Because homes at Domain were smaller than traditionally built townhomes from national builders, we communicated the benefits of the compact urban townhomes with the benefit of a great hip location and a more attainable starting price. The brand voice was casual, funny and relatable and it featured local photography we shot in house selling nearby restaurants and the Rail Trail.
Since the target market is tech-oriented, we created a trendy website, complete with a virtual tour of the model that we promoted through Google VR goggles at a launch party at Seoul Food that 150 prospects and brokers attended. The website won Best Website by Charlotte Home Builder Association’s Major Achievement in Market Excellence awards as well as Best Townhomes. Our strategic PR campaign led to producing 260 leads in three weeks and the project’s 20 units sold out in just over a week after sales were launched.
Most recently, the team branded and developed award-winning sites for Atlas Urban Homes and Alloy Townhomes on 36th in Charlotte’s trendy NoDa neighborhood. Atlas’ funky and contemporary persona was reflected in the marketing strategy, which encompassed website design & development, brochure, photography/videography, renderings, site plans and social media, just to name a few. Take a look at all the MAME Awards!
Our digital ducks also took the lead on developing a custom platform for Revolve Residential buyers that allows a unique and seamless new homebuying experience at BuyRevolve.com. Revolve’s clients can enjoy a custom portal where they can choose a home, finish packages and upgrades, lock in a price and track progression of construction, all through the portal. It’s getting national attention on Business Journals!