AOR has worked with home builders Koelbel & Co for a long time. We’ve developed their current brand system, their website, and collaborated with their team on marketing efforts since 2019. Most recently, we worked with the family-run business to create a marketing campaign with both a catchy creative hook and evergreen potential.
Koelbel Communities are a step above most planned communities and the fresh new marketing efforts needed to reflect the elevated nature of these homes. Many communities also feature amenities for residents that put yet another gilded touch on the lives of Koelbel homeowners — that meant our marketing efforts needed to reflect more than just homes.
The campaign we created is called ‘The Great Indoors’. Riffing on a well-known phrase (one that’s especially common for Coloradans) we were able to catch attention and drive awareness of the Koelbel brand.
The premium imagery and supporting messaging created memorable ways to communicate home features and community benefits. The campaign was specifically developed to allow us to highlight those better-than-average amenities and finishes in each home — validating the premium price point.
Early concepts explored wildy different directions.
To widen the funnel of potential business we also created an extremely robust organic social strategy, creating a plan for post types, identifying consumer habits to choose the right time to post, and researching to understand when to boost organic posts.
While people aren’t buying homes on Instagram, they do use the platform for inspiration when they’re in the initial phases of the home-buying process. The heavy focus on social media allows Koelbel to be front and center with a chance to capture the imaginations of potential buyers and show them what the homebuilder can make possible.
The new campaign is drawing new buyers to Koelbel Communities across the state. Our campaign concept, evergreen marketing efforts, and organic social strategy work in tandem to raise awareness and move buyers down the purchase funnel. We’ve successfully helped market five different communities and raised brand awareness for both the Koelbel Communities and Koelbel Mountain Communities divisions. Recently, Koelbel sold the final homes in their Lowry community, Boulevard One.
Impressions
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Conversions