Riverside Homes

The Story

When HGTV came to Austin scouting for their next HGTV home builder for the 2015 Smart Home Give Away, Scott Turner was perfectly positioned due to his excellent design asthetic and the beautiful land location in Austin’s coveted Zilker Park Community that he already had secured, Turner was selected as the architect and builder Turner was tasked to create a beautiful modern farmhouse showcasing his handiwork while keeping the culture of Texas true to his creation. While he is a natural on TV, to make this investment worthwhile it needed to grow his business and sales in the Austin community. This meant making the most of this moment in time. It was clear he needed to get his brand in order, have a PR team on the ground and be ready to take things to the next level. Red Fan’s experience in working with architects combined with a solid track record in putting Austin’s star on the local, regional and national stage paired expertise in branding made the agency a great fit for the company.

Challenge

As the spotlight turned to Turner with HGTV, Riverside Homes needed a brand positioning audit to truly dive into the brand and create synergy between Turner Residential and Riverside Homes. The timeline was tight but it was clear that a distinct Riverside Homes messaging and communication strategy was essential to have in place in time for the HGTV showcase.

Solution

By implementing a brand positioning audit, Red Fan reviewed Turner’s current website, interviewed internal and external stakeholders, examined how competitors noted were positioning themselves and evaluated the overall brand image. From the information, a plan was created in order to better differentiate Riverside Homes and Turner Residential. From the audit, Red Fan was able to best create content and lead generation for HGTV’s 2015 Smart Home giveaway. The agency crafted all of the written content to be used on the new Riverside Homes website with an unbelievable brand experience for the national attention from the HGTV promotion.

Results

Red Fan’s team partnered with HGTV’s Smart Home PR team who relied on Red Fan to work as the press pros on the ground in Austin handling the various stages of the campaign from announcing Turner as the selected builder, showcasing progress and building demand for people to enter to win the home during the building of the home and then providing full support for the HGTV media day securing press coverage from TWC News, KVUE, Influential Magazine, Austin Home, the Houston Chronicle, My San Antonio and many others. The press release and media outreach handled by Red Fan lead to press with local, trade, regional and national media with over 10 million media impressions throughout the HGTV SmartHome project.

More importantly it led to Turner having more brand awareness in selling the home and other homes he has built.

Share this Case Study

Red Fan made all the difference, positioning us well and maximizing our exposure locally, regionally and nationally throughout the HGTV Smart Home process in Austin. I appreciated all of their help, advice and seamless coordination with the media through what turned out to be a very successful experience.