Atlantic Builders is an award-winning, privately owned regional builder that has been so successful, in part, because of our ingenuity in real estate marketing.
We’ve delivered thousands of brand new homes in the Fredericksburg, Virginia area for over a quarter century, and continue our building excellence in the Charlottesville region as well.
Atlantic Builders is truly a local builder with a simple philosophy: Build the best homes possible and create extraordinary relationships. Our team not only works in the Fredericksburg and Charlottesville areas, but we also live and play here too. We are connected to our communities.
One of the most strategic ways to grow as we have is through innovative marketing efforts: Homebuyers need to first find our new homes to be able to appreciate and experience the value and craftsmanship we build into each one.
As such, we employ real estate marketing strategies that are normally used by builders many times our size. Our dexterity and creativity know no bounds as we present our new homes and communities to prospective buyers.
Here is a brief exploration in how Atlantic Builders’ ingenuity in real estate marketing puts us at the forefront of the industry.
Atlantic Builders has our own Internet Sales Manager, Kasey Nabal. This position is a unique one for a builder our size, as it’s normally only found in the larger, national home builders. But we think it’s important and helps set us apart from other regional builders.
Kasey nurtures inbound leads from online marketing mediums and converts them to quality on-site appointments for the Community Sales Managers. Her day involves immediately responding to emails, website and social media requests and questions, and phone leads. Her commitment to consistent follow up is key to her success, and what makes her so valuable in this position.
“I make sure everyone who contacts us looking for a new home has all the information they need,” Kasey said. “This could be anything from a simple answer on Facebook, to more in-depth marketing materials, to connecting them with the Community Sales Manager in one of our marvelous communities.”
Kasey also maintains and follows a structured process to guide potential homebuyers to the ideal new home and community for their needs and desires. She’s sort of a ghost writer for their new-home story.
Kasey’s contribution is invaluable. With her experience and expertise, Atlantic Builders is able to increase our conversions and sales. Plus, she makes a fantastic first impression for new homebuyers to our company.
Atlantic Builders is a home builder and community developer, and we are great at what we do. Other companies have other specialties, so it only makes sense to take advantage of their knowledge. That’s why we partner with a branding agency and a media agency to increase our message reach and capture more leads.
Wordmark Creative crafted a reliable toolbox of branding design and elements for us. After talking to our team and evaluating our needs, they created a solid brand foundation for us to unify all our marketing endeavors. From logo, to brand colors, to brand fonts, to the overall illustration style of our website, Wordmark Creative built a suite of ingredients we can mix together to flavor everything we create to showcase our new homes.
AdsIntelligence Marketing is the full-service digital agency we employ to get our message out there. They manage our digital marketing strategy, including media planning and placement, creative direction, lead generation strategy, paid search, email marketing, and content development. In addition, we make great use of AdsIntelligence Marketing’s new proprietary digital program: Resale Geofencing (more about that below).
A digital marketing strategy is essential for a dynamic media campaign, especially for real estate marketing. Using a multi-pronged approach, we push our messaging out to target homebuyers right when they are at their most receptive.
Google Paid Search Ads allow us to get in front of those who are actively searching for new homes. By focusing our paid search on terms such as “new homes in Fredericksburg” instead of branded keywords, we make better use of our money. Paid Search drives traffic to our website, where prospective homebuyers will then be engaged by Kasey and passed on to our Community Sales Managers.
Paid Social Ads complement the work done by Paid Search. We use Paid Social to efficiently get a high number of impressions, often from those just beginning their new home journey. We maximize our messages with ad formats that showcase the craftsmanship we put in our homes and the amazing communities they are a part of, which boosts our brand awareness and lead generation.
Remarketing campaigns (those where ads for things you’ve looked at appear in other online locations) are commonplace now. As homebuying isn’t a quick process, remarketing is even more of an asset to real estate. Focusing our remarketing efforts on Google Ads and Facebook Ads makes sure our messages appear in front of prospects throughout their entire homebuying journey.
Atlantic Builders uses a multi-pronged approach to geofencing, including AdsIntelligence Marketing’s proprietary Resale Geofencing. These innovative technologies target prospects who are actively touring or driving by specific (and strategic) areas, and deliver ads for our own nearby model homes, new homes, and communities. This is the type of ingenuity we love to champion!
To measure and monitor all our marketing efforts, Atlantic Builders uses call tracking. Quite simply, call tracking assigns a unique phone number to each of our marketing pieces, campaigns, etc., so we can collect metrics on where our callers are learning about our new homes. Every bit of data we can collect is important for us to constantly streamline and improve our real estate marketing.
The daily average for internet users is 6.5 hours, which is why we take such care with digital marketing. However, that doesn’t mean we ignore traditional marketing. Never underestimate the positive effect of tangibility!
Direct mail pieces have their place in our marketing arsenal. These encompass any bit of print marketing that is actually mailed to a physical address. Targeting residents close to our new-home communities (as the median homebuyer moves within 15 miles of where they are currently living), direct mailers inform of new homes, upcoming community events, open houses, etc. These direct mail pieces also include call tracking to gauge conversion.
When prospective buyers and realtors stop by our sales offices, meet us at open houses, or come face to face at any other function, we don’t want them to leave empty handed. Printed collateral—flyers, brochures, etc.—are perfect for interested homebuyers to take with them. These branded materials are a quick burst of information, often with plenty of exciting and inviting property and lifestyle photography, so they can remember our new homes no matter where they go.
Real estate signage is extremely important. It attracts the attention of passing drivers and pedestrians. Signage at Atlantic Builders properties is strategically used to catch the most eyes and offer as much quickly digested information as possible. Like a worm on a hook, a pretty sign can be just what’s needed to entice prospects to take a closer look.
Our signs not only attract potential buyers, but also lead them once they enter our communities. The on-site signs direct them to our sales office and show them where they can park. We make sure our signs are bold, clear, effectively incorporate our brand, and point to everything we want homebuyers to see and experience. But we’re not a sign shop, so we have a great partner there too!
Distinctive Sign Solutions
Distinctive Sign Solutions is our sign shop partner. They are a third-generation, family-owned company with over 50 years of experience. Their precision and accuracy always deliver signs that stand out. We’ve chosen them as a partner due to their professionalism, skill, and knowledge of what’s important for real estate signage.
Our marketing ingenuity highlights one of our core values: delighted customers. We want new homeowners to easily find our homes, experience our homes, and then come home to one of our homes. To that end, Atlantic Builders utilizes every marketing tool, including those normally only used by larger builders.
We have new homes in wonderful locations, such as Stafford County, Spotsylvania County, and Charlottesville—and, we can even build your dream home on land you already own. Atlantic Builders pushes real estate marketing to new heights, to make sure we’ll be the ones to welcome you home.
Atlantic Builders is committed to consciously embracing a diverse, equitable, and inclusive culture that is an extension of our core values: Delighted Customers, Passionately Learn and Grow, Respect All Opinions, Act with Urgency, Give Back, Have Fun and Celebrate and Do it Right the First Time.
