Forty minutes west of Asheville, Balsam Mountain Preserve is a 4,400-acre private community that reached a standstill in home and lot sales. BGRM was brought in to help refocus the brand and reinvigorate new interest in this unique mountain community.
What makes Balsam so unique is its commitment to the land. More than 3,000 acres have been set aside as a permanent conservation easement and are managed by a private trust. We created a brand around preservation and all the ways this idea comes to life at Balsam. It gave all communications efforts a foundational truth that actually mattered to our target audience and set Balsam apart from the competition.
When tasked with designing a mailer that could communicate Balsam’s unique brand, we dreamed up a fresh idea rooted in creativity. Our custom-made wood box holding a Balsam Spruce sapling won an Addy Award for Best 3D Mailer at the local, regional, and national level.
Balsam had the opportunity to expand its presence on social media. Through strategic and highly-targeted paid social campaigns, we’ve bolstered brand awareness and built a cost-effective lead acquisition tool to bring more prospects into the sales funnel.
Our website redesign focused on a more intuitive user experience that aligned with Balsam’s new brand direction. We also integrated the site with the client’s real estate CRM system, enabling automated updates of property information.
Standard SEO enhancements came with the new website along with a brand-aligned content strategy. Our focus on quality content as well as performance on mobile devices helped ensure that Balsam’s new site was ranking well in search engine results.