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Renwick is a Traditional
Neighborhood Development offered by Wininger/Stolberg Group,
a Bloomington-based real estate development and leasing company.
When we joined the project, the first Renwick lots weren’t going
to be available for nine months, and some areas wouldn’t be completed
for two years. Our task was to create buzz about the project and
make potential buyers willing to wait—and our only marketing
channel was the Renwick Website.
Brand: Renwick is a sophisticated and community-oriented
brand, so we created a clean, appealing interface and softened the
formal logo with light rules and muted colors. Instead of stock
photos, soft architectural watercolors help visitors envision Renwick.
Because the first lots weren’t going to be available for some time,
we needed to encourage visitors to remove themselves from the market
and wait for a Renwick lot. To do this, we created “Renwick
Select," a list of people who receive first choice of lots
when they become available. The name refers both to a select group
of people and to the fact that they can select their lot.
Site architecture: The site has a simple structure
that highlights three main options: Visitors can explore an interactive
map, learn about the development’s commitment to green space and
Smart Growth concepts, or read the story of the land, including
how the project won approval from the City Council and neighborhood
association. A second level of navigation groups lower priority
content together.
Content: We paid close attention to the wording
of navigation options: Explore Renwick inspires intrigue
and doesn’t commit the visitor to one type of housing. Parklands
& Conservation emphasizes the many “green”
features of the development. Renwick History shares the
fascinating story of the land and its development. We worked with
the client on the copy to give visitors a solid sense of the community
without tying them to floor plans.
In the first 10 days of its launch, the site received nearly 400
visits and more than 40 Renwick Select forms. We developed a simple
online advertising campaign to drive more traffic to the site and
Renwick Select continues to grow beyond the client’s expectations.
View
the live site
Our Renwick development didn’t
have lots available yet, but we wanted a way to take potential buyers
out of the market. Cairril came up with the idea of Renwick Select,
giving people a chance be the first to know when lots are available.
A day doesn’t go by when I don’t get three or four signups
for Renwick Select.
Aaron Stolberg, Wininger/Stolberg Homes
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