Meridian Properties had a beautiful $180M development on their hands, but their marketing wasn’t doing it justice. Everything sounded like every other luxury development out there—generic “luxury living” and “modern amenities” talk that made buyers’ eyes glaze over.
The real problem? They were selling features when they should’ve been selling a lifestyle. Nobody wakes up thinking “I need 2,240 square feet.” They wake up thinking “I want a place where my kids can run around safely” or “I need a home office that doesn’t feel like a closet.”
So we dug deep. Talked to their team, looked at who was actually buying these homes, and figured out what Horizon Ridge really offered that nobody else did. Turns out, it wasn’t just about the granite countertops—it was about creating a community where modern families could actually thrive.
We built the entire campaign around one central idea: “Where Modern Life Finds Its Rhythm.” Every piece of copy, from the website to the sales brochures to the email campaigns, reinforced this concept. We weren’t just selling homes—we were selling the life people wanted to live in those homes.
Strategic Messaging That Actually Made Sense – Instead of throwing every feature at every buyer, we created different stories for different people. Young professionals heard about the rooftop workspace and walkable neighbourhood. Families got content about the nature trails and community events. Downsizing executives learned about low-maintenance luxury. Same development, different angles, all authentic.
Sales Centre Copy That Sold – Rewrote everything buyers would touch in person. The brochures stopped listing specs and started painting pictures. Floor plans got descriptions like “The space your story needs” instead of boring bedroom counts. Even the feature walls told stories about what life looks like here. We also created sales scripts that felt conversational, not pushy.
Website Content People Actually Read – Built out 25+ pages of SEO-friendly copy that didn’t sound like it was written by a robot. The homepage made you want to scroll. The amenities page made you jealous. The neighbourhood guide made you want to move there tomorrow. And the CTAs? They worked. People actually clicked and booked tours.
Email Campaigns That Didn’t Feel Spammy – Created a 12-email nurture sequence that people looked forward to. Each email focused on one aspect of life at Horizon Ridge. Monday morning emails about the coffee shop downstairs. Wednesday content about the farmer’s market. Weekend emails about the dog park. Real lifestyle stuff, not just “buy now” pressure.
Content That Built Authority – Wrote 8 blog articles that positioned Horizon Ridge within bigger cultural conversations. Pieces like “The New Suburban Renaissance” and “Designing Homes for the Hybrid Work Era” got shared, got attention, and made Meridian look like thought leaders instead of just developers.
The campaign crushed it—not just in vanity metrics, but in actual money-in-the-bank results.
73% of Phase 1 sold in 6 months. That’s 128 homes out of 175, and the developer’s original goal was 12 months. We cut that timeline in half. More importantly, those early sales meant Meridian could secure better financing for Phase 2 and reduce their risk significantly.
Website traffic exploded by 340% in the first quarter. But here’s what really mattered—people stayed. Average session time was 4:32 minutes. In real estate, where most people bounce after 2 minutes, that’s huge. They were actually reading the copy and exploring the site.
Email campaigns averaged 42% open rates and 18% click-throughs. Industry standard for real estate? About 20% opens and 8% clicks. We basically doubled it. People were engaged, forwarding emails to their spouses, and actually responding.
$47M in binding contracts before the model homes were even done. That’s not “interested” or “maybe.” That’s money. Real contracts. People committed to buying homes they’d only seen in renderings and floor plans because the story was that compelling.
Press picked it up. Metro Home Magazine and Regional Business Journal both featured the project, and they specifically called out the marketing approach. One journalist said it was the “most human real estate campaign” they’d seen in years.
Sales centre conversion hit 34%. One in three people who walked through that door either scheduled a follow-up or put down a deposit. That’s unheard of in luxury real estate.
But honestly? The best result was the buyer feedback. People kept saying they felt like they knew the community before they visited. One buyer said, “We knew this was home before we walked through the door. The Wednesday farmer’s markets, the homework spaces, the dog park—that’s exactly the life we wanted.” That’s when you know the copy did its job.
Meridian was so happy that they made us their agency of record for all future residential projects. Two more developments are in the pipeline.
