Shining a Light on What Makes a Master-Planned Community Unique: Edgewater Case Study

Welcome to the extraordinary world of Edgewater, a True Homes community nestled near the vibrant city of Charlotte in Lancaster, South Carolina. In this natural oasis, you’ll discover a harmonious blend of exceptional amenities and affordable homes, creating a truly unexpected gem in the heart of the Carolinas.

Edgewater beckons buyers of every kind who seek attainable homeownership opportunities without compromising on quality. Every aspect of the community has been thoughtfully planned, keeping homeowners close to what matters most. Whether it’s the tranquil waters of Fishing Creek Lake, nights filled with laughter after a round on the links, or the unique charm of life in the Carolinas, Edgewater encapsulates the essence of memorable living.

At Edgewater, resort-style amenities elevate your daily life, with the community home to a championship 18-hole golf course, a sprawling 3,300-acre lake, a marina, and community clubhouse – plus more planned amenities in future phases. And with new homes ranging from the $200,000s to $600,000s, affordable homeownership has never been so easy.

Brand Challenge

Milesbrand has partnered with True Homes for over 20 years on their corporate and community branding and marketing initiatives and we were pleased to partner with them again to help shine the light on the remarkable find that is Edgewater. Originally purchased out of bankruptcy in the early 2000s, this amenity-rich community’s remote location prohibited a large-scale home sales opportunity. The community is ideal for buyers willing to give up a shorter commute for an abundance of amenities, thoughtful design and a better quality of life, but it had to be branded marketed appropriately for potential buyers to understand the benefits of calling Edgewater home.

Milesbrand was charged with refreshing the brand to establish Edgewater as a place of unimagined possibilities. The team needed to define and differentiate it in the market, articulating its benefits in a compelling narrative, and inviting and inspiring interest and exploration from the target audience.

With all the amenities usually reserved for an elite resort, Edgewater brings you the very best of Carolina living to a master-planned community – surprisingly priced from the $200,000s-$600,000s. Finding all of these attributes in one community is truly unexpected – hence the community’s new tagline developed by the branding specialists at Milesbrand.

The new tagline was just the start of our efforts. See the creative work we designed for Edgewater and download the full case study:

Branding and Marketing Elements

Milesbrand’s list of tactics implemented to market and brand Edgewater included:

Community Vision and Branding:

• Brand Promise: Truly Unexpected
• Go-to-Market Plan
• Community Signage
• Community Brochure (Printed and Digital)
• Original Lifestyle Photography

Omnichannel Marketing:

• Wayfinding Signage
• Collateral
• Landing Page Design
• SEM: Banner Ad Display, Email, Mobile, Video, PPC, Real Estate Information Portals, Social Media Advertising
• Streaming video-connected television (CTV) ads
• Digital radio (Streaming Audio)
• Performance Reporting
• Content Development 
• Print
• Outdoor

Results

A new marketing campaign was launched in late 2022 encompassing all of the new branding and marketing elements created by Milesbrand. The team utilized a full scope of online and offline tactics to reinforce the new community positioning of Truly Unexpected at every touchpoint. Consistent focus on the community positioning across this omnichannel marketing campaign produced:

• 171 homes sold to date
• 53% increase in year-over-year sales
• 926 online leads generated
• Over 62,000 website sessions
• 1 million impressions from online advertising efforts
• 8 Silver finalists for the 2024 Nationals Awards
  • Master Planned Community of the Year
  • Best Overall Advertising Campaign
  • Best Brochure
  • Best Print Campaign
  • Best Print Ad
  • Best Radio (3 Finalists)

Be a Beacon to Home Buyers with an Award-Winning Brand

Let Milesbrand be your partner in transforming a picturesque landscape or underperforming community into a captivating brand through our expertise in master-planned community branding, creative placemaking and omnichannel marketing. Milesbrand has partnered with Our team is committed to delivering unparalleled branding and marketing initiatives, employing a range of tools. Explore the possibilities with Milesbrand to ensure the success of your master-planned community. Connect with us to discover how we can bring your vision to life!