Web Design

Echota

Refresh the brand and pre-sell 24 units of new luxury residential community in the heart of the North Carolina High Country.

Echota was developed by Foscoe Companies, a family-run business that handles development, real estate sales and rentals in Echota and the High Country area. The outdated website, collateral and ad campaigns that weren’t reflective of the quality and feel of the Echota community. We helped elevate their brand and communicate their benefits over the local competition.

The Challenge

Our key marketing goals and objectives were to: pre-sell 24 units of new phase in 2019 and the remaining 100+ units once developed, elevate the brand and launch the new campaign in the spring 2019 season and increase monthly website traffic and in-person, phone and online inquiries and leads.

The Approach

We assessed the current situation with a property visit, a review of marketing materials, digital properties and sales data.

We did a competitive analysis to identify gaps in the customer experience and discover opportunties for unique selling points, messaging, benefits and website features.

We created personas to determine primary and secondary targets, mindsets and motivations. Those were early retirees and young families.

Developed brand positioning and created a website presence based on these insights.

The Results

Sales goals quickly achieved and exceeded; waitlists for new properties and very little inventory.

Website Design and Content Audit

Visual Design

In order to elevate the luxury brand and make the website more accessible, we needed to rework several parts of the visual design. We simplified the logo and updated the color palette. We also shot new photography and video to capture "in the moment" experiences of being at Echota.

Information Architecture

Website Design

Agency: Wray Ward

Role: Lead Designer

Team: Copywriter - Findley Merritt

Contact

T: 704.806.7829
Email: elaineborgmeier@gmail.com