EVENTS

To celebrate the start of sales at Rivington and nurture our leads, we coordinated two COVID-cautious outdoor grand opening events in April 2021. The integrated campaign and materials that accompanied the launch won the Greater Orlando Builder Association Gold Major Achievement in Marketing Excellence (MAME) Award for Best Campaign!

The first was a special VIP event exclusively for realtors put on by Tim Webber Events. 55 realtors attended and were able to walk through each of the builders’ model homes, indulge in drinks from a tiki bar and enjoy some light bites including caprese skewers and an avocado bar. Live acoustic guitarists played throughout the evening. One lucky realtor won a $500 spa gift card from the Ritz Carlton!

250 people attended our Grand Opening event. The registration area was the first stop, where guests received a branded bag with swag and a Rivington coloring book. From there, a golf cart took them over to tour the three model homes. Guests enjoyed festive food trucks while listening to tunes by a DJ. Those who visited all three model homes were entered in our prize drawing where we gave out $1,500 in local gift cards. The opening led to four sales and 240 families joining the information list.

BROCHURE DESIGN

The cover of the Rivington brochure is welcoming and inviting. The wood texture ties in the closeness to nature of the surrounding area and the selected lifestyle photo shows the true joy of life at Rivington. The bold sans serif headline font mixed with the handwriting accent font make the brochure modern and approachable to appeal to the diverse entry-level or move up buyers in DeBary. Even though Rivington does offer homes at a very accessible price, the developer Reader Communities wanted the brochure to convey that they care about the details, so they upgraded to a soft-touch finish and commissioned stunning local photography.

The copywriting embraces the nature exploration theme, which appeals to the target market of buyers who desire to live a life that is outside of the standard suburb. Headlines such as All Roads, Rails & Trails Lead to Here, It’s All Near to Here, and Live Beyond Your Backyard speak to the serenity and convenience that the Rivington lifestyle offers.

The interior pages include an overview of planned amenities, a stylized location map to highlight Rivington’s prime location, and an introduction to each of the three homebuilders. The location map was specifically designed to feel organic and free. The hand drawn style of the location callouts add texture, whimsy and a personal touch.

We also included a folder pocket on the back cover to hold the site plan along with any additional information each individual builder wanted to include.

WEBSITE

The Rivington website was designed with the creative, innovative buyer in mind. Our designers’ objective was to translate the earthy brand and its vibrant messaging through an easy-to-use web interface. The result is a robust but efficient brochure website to be used as a lead collection tool for the sales team

We wanted to capture the essence of the brand, showcasing the lifestyle that we believe will be possible for the future residents of Rivington. To appeal to our primary target audience of young families and their desire to live a life that’s outside of the standard suburb, we used calm colors and photography that illustrates the natural elements of Rivington.

Pages include builder overviews, floorplans, an interactive site plan allowing prospective buyers to see which lots are available, realtor information, blog, developers, and location.

The website is integrated with SharpSpring, a marketing and sales automation CRM tool that allows the community’s builders to follow the “life of the lead” which tracks prospect interaction of emails, time spent on each page of the website, Facebook engagement or call with the sales team. The vibrant interactive and mobile-friendly website helped assist the builder sales teams in completing their sales goals prior to the completion of the project and see sales price increases ahead of proforma.

Marketing Support

Yellow Duck continues to deliver comprehensive marketing and sales support for Rivington through an integrated digital strategy. Our multi-channel approach includes targeted SEM and SEO campaigns, strategic email marketing, event planning, and ongoing website maintenance. The community’s visibility is amplified through a mix of search, display, and paid social advertising, complemented by engaging organic social content.

To nurture prospective buyers, we implemented a sophisticated drip email campaign that guides leads through the Rivington experience. The sequence begins with a compelling community overview, followed by an in-depth exploration of amenities, and culminates in spotlighting our distinguished builder partners. This coordinated approach ensures consistent communication with both potential homebuyers and real estate professionals.