Steiner Ranch, a high-end neighborhood rooted in Texas history, had a fantastic product to sell: gorgeous homes with hill country views, access to private golf courses, and top-of-the-line facilities. As Steiner Ranch was finishing development, they came to us for revitalized branding and marketing. How could they pull in new buyers? By introducing fresh messaging into their solidly Texan brand.
For years, Steiner Ranch played up its Texas legacy in marketing and advertising materials – steers, stars, and cowboy boots. But the client craved a long-term campaign that repositioned the community’s image, and put a new spin on their Texas connection.
We took a fresh look at the master-planned community and determined Steiner Ranch did not need a campaign that sold homes; it needed a campaign that sold lifestyle. To reach this conclusion, we first engaged in some experiential research by joining a 4th of July block party in the Steiner Ranch community. It allowed us to interact with and, truly understand, the people who lived there so that we could provide better-tailored messaging to potential homebuyers.
After learning about the resident’s quality of life and the importance of retaining the strong Texas roots that encompass the community, we developed a three-year advertising campaign that paired folksy, Texan colloquialisms with Steiner Ranch’s upscale offerings. New homebuyers not only made the drive to Steiner Ranch – they made the purchase.