Avalon
Elevating a Brand
Learn how we partnered with Avalon, a gated community in Western North Carolina, to create an elevated brand, worthy of their prime mountaintop status. Ultimately, the FUEL team became the engine to drive qualified leads for the sales team by raising awareness with clear brand identity and an all-encompassing and ongoing digital strategy.
Overview
A Blank Slate
The Challenge
Putting Avalon on the Map
Nestled in the dream mountain home destination of the Western North Carolina mountains, Avalon needed help driving sales for its developer homesites. Real estate in this area is very competitive and, with relaunching its marketing efforts from scratch, Avalon had very low awareness as an option for prospective home buyers. We needed a way to revamp the brand and bring it out of its recession roots and differentiate the property in a noisy luxury market.
Logo After
The Strategy
Finding the Right Angle
- The elevation advantage over the competition, providing optimal views in all directions
- The possibility of creating their dream home
The Onliness Test
Activating Our New Brand
Armed with our key insights, we developed a robust brand strategy, visual design, and supporting marketing materials that highlighted the property’s unique attributes, including its 360-degree mountaintop views and nature-focused amenities. This involved multiple seasonal photoshoots to capture an authentic picture of the lifestyle and architecture at Avalon as well as their main selling point (the views) in summer, fall and spring. We created a new website and launched the campaign with a brand awareness and, eventually, lead generation digital campaign. Monthly reporting allows us to incorporate sales insights and prospect feedback to optimize our campaigns messaging and visuals.
In addition to a full marketing package and lead generation, the FUEL team supports Avalon with ongoing SEO efforts, including crafting SEO-rich and timely content for its blog.We partner with the small sales team to augment their efforts by nurturing warm leads via email marketing and a strong lead nurture email sequence. Our seasonal photoshoots enable us to create materials such as a community lookbook, community video, and a branded stationery kit to help ensure the sales team has the tools they need to get in front of and stay in touch with prospects – all while ensuring a cohesive brand identity.
The Results
Moving Dirt
I really appreciate your professionalism. The work that you present for our review and consideration is all so well done. There are no extremes presented, just good work… ”
Work
See our Capabilites in Action
See our work at work in the world, and learn about the results we’ve achieved working with brand and marketing leaders like you.