Linville Falls Mountain Club
Building a Successful Mountain Community Brand from Scratch
The community had suffered through multiple foreclosures, a victim of the last recession and strategically wrong positioning in the marketplace. ReProp Financial acquired the community through the last foreclosure. The company decided the best way to sell the community as one package was through proof of concept. They called on Storypowered to evaluate the existing community and come up with a plan to reintroduce the community, positioning it responsibility for success.
The community was located between the major destination towns in the region with an old Lee Trevino golf course and operating Inn. The existing homes built were modest with remaining homesite inventory consisting of wooded and inner mountain view homesites. The natural amenities were with great potential for low-investment additions.
Strategic Marketing Plan
Website – 2
Photography – Video
Social Media Management
Agency of Record
Where a Mountain and a River Come Together
Cracking the Code
Through a brand immersion, focus groups, a mini-charrette, studying the competitive set, existing amenities and other successful planned developments in the region, we helped ReProp build an ownable brand position. Our recommendations went beyond branding to amenities, sales center design, natural amenity design, pricing strategies and sales force structure. The community was strategically positioned with a “more for less” value equation capitalizing on its differentiating points. The logo, tagline, websites, and campaigns all spoke to the new story in an approachable quality voice. A scaled but aggressive strategic marketing plan was implemented with consistent brand awareness in the marketplace.
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