Project Profile: Jones Estates at Lawrence Lake

Jul 23
3 min read

About Jones Estates at Lawrence Lake

Jones Estates at Lawrence Lake is a new lakefront subdivision about 2.5 hours north of Edmonton and about 30 minutes north of Athabasca.

Lawrence Lake is surrounded by crown land, has a provincial campground with a boat launch and just a few residents around its perimeter. Jones Estates is the only subdivision at the lake and is located in a secluded area.

It is one of the only new lakeside subdivisions in Alberta. It offers fully treed lots with power to the property line and few restrictions on how you use the property.

About the Project

The developers of the subdivision wanted brand development, a marketing plan and a website to showcase their offering and invite potential buyers to learn more by contacting them. They would be selling most of the properties themselves and needed to build customer relationships to guide buyers through the purchase process.

I worked closely with the client to bring their vision to life.

Brand Development

The properties at Jones Estates have unique selling points such as being surrounded by wilderness, on a clean, quiet lake, and the ability to use the property to build or create your own campsite.

We determined the target persona, brand voice, and colour scheme to attract potential buyers.

The logo represents a sophisticated interpretation of a property in the forest. The brand voice enhances the exclusivity of ownership and the acknowledgement that there aren't many competing offerings. The colour profile reinforces the upscale forest theme.

Marketing Plan

To keep everyone on the same page, I prepared a strategic marketing brief. The brief detailed the value proposition, goals, and target markets. This process included market research and competitive analysis. I then drafted the marketing channels, timeline and budget.

Website

The client wanted an informational website that provides potential buyers basic information about the lots, the area and how to contact them. They provided drone footage and photos and a basic site map of the subdivision.

I decided to use Elementor for WordPress to combine the ease of customization Elementor provides, especially since the client isn't interested in managing the website themselves, and the power of WordPress for stable CRM and architecture. The results are an easy-to-use, fully custom WordPress site that looks great on all devices.

I went over the website, and it looks great. Thank you. Thought I would let you know we had some people up on the weekend looking at the lots, and they said that they usually hate looking at websites, but whoever designed our website did an amazing job, as it was so easy to use and very well done. - Client comment

One of the special customizations Elementor made a breeze was creating the interactive subdivision map, with roll-over popups containing basic information.

While a little more time-consuming than a builder that creates the layouts for all screen sizes, Elementor allows custom layouts for each size break. This means the site looks how we want it to on different devices.

Facebook Advertising

The main advertising channel we have used is paid Facebook advertising. The results have been generally good, with excellent engagement. I have used targeted ads in the target market areas. Changing the ad goals created mixed results, some better, some worse. All ad campaigns have created a 2 to 5 % click-through rate so far.