Challenge: Given the nature of HHHunt Communities’ master-planned developments, which feature a mixture of new homes and commercial space, the company had to reach a variety of audiences, including potential homebuyers, current residents, and the community partners. The company engaged Commonwealth Partnerships (CWP) to develop an innovative and consistent blogging campaign to engage these various constituencies. Among the challenges were identifying content that would appeal to a diverse set of interests and crafting compelling blog posts.
Solution: CWP partnered with HHHunt Communities staff members to develop content about the amenities and events at various communities; created contests in the various communities and featured winners on the blog; shared information about new communities; and ensured consistency with messaging throughout all blog posts. We implemented this solution on weekly basis and created blog posts that offered resources (i.e., home maintenance tips) and promoted the features that made the communities so special. Showcasing existing residents through photo contests increased resident loyalty and allowed potential homebuyers to see themselves in a community.
Results: The blog campaign has generated great results. Blog posts are consistently among the most read content on the company’s website and frequently secure the highest engagement levels on social media. Additionally, traffic on the HHHC website and to the blog have both increased. The blog has become a great platform for sharing stories about the communities and their special features.