Watermark · Case Study

Before the doors opened, the community had momentum.

We helped Franciscus Homes introduce Watermark with a distinct brand, a connected sales process and a launch campaign that generated 500 pre-sale leads and 10 home sales before the models opened.

CRMWEB DESIGNPAID SEARCHPAID SOCIAL

CRM•WEB DESIGN•PAID SEARCH•PAID SOCIAL•Real Work•Real Growth•Real Results•

Watermark model-home website mockup and community aerial photography — The community identity, model-home photography and website give prospective buyers a clear way to explore Watermark.

Client: Watermark
Industry: Real Estate
Our role: CRM · WEB DESIGN · PAID SEARCH · PAID SOCIAL

A new address. An existing partnership.

After our work together on The Villages at Bartlett Station, Franciscus Homes returned with a new community in Hampton: Watermark. The builder brought decades of experience, but the community itself needed a name, a story and an audience of its own. The launch began before buyers could walk through a finished model. Marketing had to help people imagine life there and give interested buyers a useful way to stay connected as the community took shape. We joined the brand and campaign work with a CRM sales system, turning early attention into organized conversations the sales team could continue.

The Challenge

Build confidence before the model-home visit.

The launch needed to make a new community feel tangible, generate early demand and keep that interest moving toward the sales team.

Give the community its own identity

Watermark needed a recognizable presence that suited its homes and buyers.

Capture early interest

The marketing had to build anticipation before the model homes opened.

Keep buyers connected

Pre-sale inquiries needed follow-up and a clear place in the sales process.

The Solution

Introduce the community. Build the momentum behind it.

Branding, campaigns, visual content and sales technology worked together from the pre-sale period through launch.

- Deliverable 01

An identity buyers could recognize.

We created a distinct Watermark brand that gave the community a consistent presence across its marketing. The visual language and website made the homes, location and lifestyle easier to imagine.

A dedicated community identity.
Consistent visual direction across marketing touchpoints.
A website experience that introduces the homes and invites an inquiry.

Community identity: A recognizable mark and visual direction give the new community a consistent introduction. — A recognizable mark and visual direction give the new community a consistent introduction.

- Deliverable 02

A connected sales system for a considered purchase.

The CRM brought deal tracking, email and SMS into the buyer journey. It gave the team a way to organize early interest and keep communicating as buyers moved toward a visit and a decision.

Deal tagging and pipeline tracking.
Email and SMS follow-up.
Marketing automation supporting the sales team.

The buyer journey

Pre-sale interest
Capture the inquiry and organize buyer information.
Email & SMS follow-up
Continue the conversation as the community takes shape.
Sales progress
Track the opportunity toward a visit and a decision.

The CRM supports a purchase that develops over several conversations.

- Deliverable 03

A launch campaign with a story to show.

Paid search and social campaigns introduced Watermark to prospective buyers, supported by photography and video. The same approach continued beyond the opening to support ongoing demand.

Pre-sale and grand-opening campaign support.
Paid search and paid social lead generation.
Visual content showing the community and its homes.

Community visual content: Views of the homes and setting give prospective buyers a more concrete picture of life at Watermark. — Views of the homes and setting give prospective buyers a more concrete picture of life at Watermark.

Selected work

An identity, a place and a way to imagine home.

Model-home photography, details and inquiry design

The Results

Early interest became early home sales.

The launch gave Watermark a substantial pre-sale audience and sales momentum before the model homes opened.

Best-selling new homes community in Hampton, VA

Pre-Sale Leads Generated

500

Homes sold before models opened

Behind the work

The services behind the results.

Interested in work like the Watermark project? Our Virginia Beach team can help you scope the right services for your business.

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