Situation: Providence is a master-planned new home community in the Town of Ashland, Virginia. The project began in 2012 at a time when home sales continued to lag due to the effects of the Great Recession. The developer wanted to build excitement about Providence by replicating the charm of Ashland within the community. That meant creating an environment that promoted pedestrian traffic, created natural gathering spaces, encouraged neighbor interaction, and had the feel of a small town. In order to accomplish this, storytelling through media relations, social media, and events was crucial.
Results: Gray Ryan Communications worked with the developer to create a detailed marketing plan for Providence. The plan included extensive demographic research on the types of buyers who would find Providence an attractive place to live. Based on that research, Gray Ryan crafted an outreach strategy through social media and traditional public relations. This strategy included highlighting the planned amenities, programming, and home types.
The plan was extremely successful. Gray Ryan secured numerous placements in local, regional, and national publications about Providence. These placements discussed the distinctive nature of the community and how both the amenities and programming brought neighbors together to interact with one another. Additionally, social media efforts on Facebook proved incredibly effective in reaching target audiences, making Facebook one of the top sources of lead generation for sales agents. As a direct result, Providence exceeded its sales expectations every year by 15-25%. This tremendous response led the developer to purchase adjacent land so that a new section could be added to the community.