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Becoming the Best in the Nation
#1 For All Ages
How do you become the best-selling community in the country for all ages and the #1 master-planned community overall? By taking a holistic view of buyer motivations, integrating lifestyle marketing in meaningful ways, and simplifying complex choice sets.
The Ranch on The Rise
In a few short years, Lakewood Ranch has steadily climbed from the eighth-best-selling community in the country to #1 in the nation and, because it is not age-restricted, it has continued to be the best-selling multi-generational community in the country, selling more than 2,000 homes last year.
The community tripled sales by taking a holistic view of how it could connect in a more meaningful way with its potential homebuyers. Through disciplined consumer research, we were able to glean insights that helped us find the silver threads of buying motivation between all our target audiences, and refresh the brand and communications programs to reflect more clearly how the community aligns with those consumer values and desires.
Print Campaign
The goal of this campaign was visual stopping power. We wanted to capture what it feels like to live at Lakewood Ranch, live the Florida lifestyle to its fullest. Spending more time at home means really wanting to love where you live. It means taking advantage of the indoor/outdoor living that Florida is known for, the nature and open space Lakewood Ranch celebrates, and its convenient location on the Cultural Coast near beaches, art and shopping. It’s time to expand what it means to be home.
Website
With over 20 villages, major job centers and incredible lifestyle offerings, our challenge was to create a website that was intuitive to navigate and communicated authentic community connection.
Community Magazine
The goal of the community magazine was not only to help people decide where to spend their time while visiting, but also to educate them as to how a true master plan supports every aspect of a full life. Each spread showcased all Lakewood Ranch has to offer in lifestyle programming, charities, education, job centers, and of course, home choices.
The Social Scene
Developed to engage with residents and prospective homeowners, Lakewood Ranch's social campaign is a collaborative effort to celebrate the depth and breadth of experiences available in the community. Social posts aren’t just about homesite releases and sales promotions, but about the charitable efforts, recreational events, business networks, native wildlife, and everyday moments residents enjoy so much.
Information Center on Main Street
The Information Center was designed around the homebuyer’s process instead of the conventional sales process. Balancing the preference of today’s homebuyer to be as autonomous as possible, and the developer’s need to be able to nurture their lead base, the Information Center was moved to the community’s Main Street, where there are shops, eateries and other entertainment, and now homebuyers get a sense for what it’s like to be a resident just by visiting this location and receiving a community presentation on one of the interactive touchscreens.
© 2024 SparkFire Branding LLC.