GKA a creative agency

blog

Feb 01, 2021

Web Design and Digital Strategy for a Community Launch

The Preserve at Timber Ridge Launch Sells Out Initial Home Releases

The Preserve at Timber Ridge, a community by Dan Ryan Builders, sits just south of Washington, D.C., about 5-minutes from the Potomac River and 25-minutes from National Harbor. The location is convenient to daily essentials, outdoor adventures, and an easy commute by way of Indian Head Highway. GKA identified that Timber Ridge should be positioned as more than a list of features for prospective buyers. Together, we wanted to create a brand for the neighborhood - a place where families create their own worlds, inside and out.

The Challenge

The homes at The Preserve at Timber Ridge are intentionally built on large homesites for families to have plenty of space indoors and outdoors. However, outside of their unique selling points, the community needed a unique identity and website to set them apart from the crowd.

In addition, the Timber Ridge was positioned to be a new, higher-priced section of an existing community. These points caused challenges in the market and heightened the need for a distinct look and feel.

Our Approach

Strategy 1: Website

GKA wanted to design a simple website that busy prospects would quickly absorb and navigate. In addition, the website needed to:

  • Educate the public about Charles County as a whole, and demonstrate both visually and verbally the convenience of life at Timber Ridge and its proximity to Washington, DC.
  • Showcase the large homesites and floorplans.
  • Showcase the lifestyle of the neighborhood, where families have room to grow both inside and outdoors.
  • Cross-promote and link floor plans to the Dan Ryan Builders website to strengthen the new community’s reputation

Strategy 2: Marketing

  • First, we developed a Google search campaign geo-targeting the DMV area with two different ad groups focusing on Charles County & Military Bases nearby.
  • Next, we launched a display campaign to increase Timber Ridge's brand awareness and retarget website visitors to boost conversions.
  • Then, we designed Facebook ads with tailored messages that feature Timber Ridge's features to reach people who are searching for new homes in the DC, Maryland and Virginia areas and drive more traffic to the website.

Strategy 3: Virtual Event

The Preserve at Timber Ridge hit the ground running, and with the pandemic, came virtual events. We dove head-first into the opportunity to create an incredible -virtual- Model Grand Opening Facebook event.

Results

With these strategies and tactics, we were able to achieve:

  • 21K website visitors in the past 5 months (since the new website launched)
  • 350 website leads (completed contact forms + website phone calls)
  • 2.5K clicks to Dan Ryan Builder website for more floor plan information

We continue seeing success in The Preserve at Timber Ridge community launch and we’re happy to be a part of an initiative allowing families to move into these gorgeous new homes. Within weeks, sales were steadily above expectations, and initial releases completely sold out within months. Not long after, Section 1 was completely accounted for in the community. Now, Section 2 is poised to release strongly and on-track for a record-breaking lifecycle.

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