Some details
SITUATION
After the 2007 recession, a lot of home builders struggled with how to brand themselves as the market began to tick back upward. Lafferty Communities also had to deal with the fact that they have several communities that they are actively selling at any one time.
SOLUTION
Focus on the promise of individual communities. We designed and built a new
website and created an integrated marketing system that allowed us to highlight what makes these individual communities unique and appealing while creating a connective tissue to the Lafferty brand to increase brand affinity.
SUCCESS
Strong interest in individual communities has allowed Lafferty to take advantage of a hot and competitive market. With several active communities and more on the way, this community-first strategy will continue to drive differentiation between competitive projects.