The Preserve At Tidewater

Nestled within 333 acres of private land near the coast, The Preserve at Tidewater’s mission is to become an eminent family-friendly community that celebrates the natural beauty of the coast.

When The Preserve at Tidewater approached Sage Island they had a name, a vision, and not much else.

The real estate market in Coastal North Carolina is very competitive, and The Preserve knew they needed a savvy marketing plan if they wanted to succeed. Their efforts had to highlight the various ways their community is unique and also drummed up excitement about their homes. 

There was just one problem: they hadn’t yet broken ground.

Defining the target market.

Our first step was to define the groups of people most likely to live at The Preserve by developing specific and detailed personas.

Onslow County, where Sneads Ferry is located, is home to Camp Lejeune, a military base. The Preserve wanted to position itself as a community for military families, a place that upheld our shared American values of freedom and land, while also appealing to retirees and younger people who might be drawn to the natural beauty of the area. Thus Sage Island’s first step was to create “character sketches” which would proved detailed descriptions that would define and describe the people who would buy homes at The Preserve. Once we created a total of three characters—Michael Brady, a US Marine and family man; Eric Williams, an investment banker and surfer; and Sandra and Eddy, a retired couple from Vermont looking for a home in warmer climates—we were able to craft marketing materials and messaging that appealed directly to this diverse market.

Designing a virtual home.

While The Preserve prepared to break ground, their website had to serve as the primary portal into their community and lifestyle.

The website was designed using large, eye-catching imagery of marshes and tides, people kayaking and fishing, and photos of the native flora and fauna that inhabit the area. With different pages for “lifestyle,” “community,” “location,” and “news” (a blog, authored by Sage Island, that delves deeper into local attractions and amenities while improving SEO) the vibe of The Preserve is immediately clear to visitors looking for more information.

Building a community.

A social media campaign allowed The Preserve to reach potential buyers while getting their message out in an entertaining and informative way.

In addition to character sketches and website design, Sage Island’s marketing team embarked on an extensive social media marketing campaign. This strategy increased brand awareness, but it also generated excitement and a sense of anticipation. We opened and optimized accounts for The Preserve at Tidewater on Facebook and Twitter, then began fostering and growing communities on these platforms. By posting a mixture of beautiful photography, links to The Preserve’s website, local news, trending topics, and behind-the-scenes progress photos of The Preserves construction, we’ve cultivated an active and engaged audience that is look forward to the grand opening of this living community. As one recent commenter said, “It looks so perfect!”

144%

Increase in Visits

132%

Increase in Page Views

8%

Increase in New User Visits

102%

Increase in Social Traffic

3,200

Facebook Fans Within 6 Months of Launch

500

Twitter Impressions Per Day