Case Study: The Springs of Mill Lakes
As principals of an award-winning agency specializing in marketing active adult residential communities, Kerrie Gilbert, Betsy Sheppard and their team at Gilbert & Sheppard Group work with their clients to create the perfect recipe for success.
To begin, the they provide strategic counsel, to ensure the right mix of ingredients are assembled on the client side:
• An excellent location where people want to live
• Home styles and amenities geared specifically to the mature market
• A price point that is attractive to the targeted audience
• Excellent customer service before, during and after the home sale
Once these ingredients are combined, Gilbert & Sheppard Group creates the “secret sauce” – a tailored marketing plan designed specifically for each client to inform and attract potential homebuyers to the client’s community.
The Springs of Mill Lakes in Opelika, Alabama, is a perfect example. The active adult community was developed with all of the ingredients listed above: an 80-acre, bucolic site with two lakes, natural waterfalls and easy access to Opelika. The community includes beautifully crafted, customizable homes and outstanding social and recreational amenities including a zero-entry pool, pickle ball court, putting green, chipping tees and a well appointed clubhouse.
Gilbert & Sheppard began working with the developer in the community’s planning stages. They walked the raw site, and brainstormed the property’s name and logo to reflect its abundant natural resources. They built a beautiful and informative website and created all of the graphics and sales materials for the sales center. Because research revealed that most prospective homebuyers would be local, Gilbert & Sheppard developed a lifestyle print advertising campaign for the area, including placing ads in the alumni publications of nearby Auburn University. The public was kept informed of news about the community and its staff through news releases and social media posts, and the staff was encouraged to get involved in local and state-wide homebuilding organizations.
The proof is in the pudding, as The Springs of Mill Lakes is attracting potential homebuyers and welcoming new residents. The community won eight awards from the National Association of Home Builders and has already attracted a reputation as one of the most exciting and innovative active adult communities in the Southeast.