Overview

A project to understand and completely redefine The Carriage Homes at Haverford Reserve marketing strategy, along with a website redesign. The Carriage Homes at Haverford Reserve was a real estate development project in the Main Line area of Philadelphia, developed and planned by Guidi Homes and The Goldenberg Group. Their vision was to develop 100 custom-built, maintenance-free, homes, surrounded by 200+ acres of nature – and they needed help with outreach, marketing and managing an online presence that desperately needed updating.

It should be noted that over the course of this multi-year relationship, we developed several iterations of the site, with various goals and objectives through multiple sales phases.

Process

This first thing we established was the who, and the why of the project. Our audience was 55+ Main Line residents who were growing tired of the maintenance, and in-efficiencies of a larger home with unused rooms. We had extensive discovery sessions with the development group, sales team, as well as video interviews with current residents and gathered insights which we used to inform our marketing and web planning decisions.

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Outcomes

Over the course of the project I designed and produced a multitude of wireframes, and iterations on the website and landing pages. When needed I determined the plan for simplifying the website further. Ultimately the project was a success and wrapped up when the last homes we sold in Feb 2020.

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