Branding + Marketing + Web

Case Study: Rebranding a Successful Home Builder with a Legacy of Quality and Craftsmanship

November 26, 2019

7 minutes

Part I: Background info on organization:

Since 1976, Roland Builder has provided custom home building services for families in Mechanicsburg, PA, and the surrounding areas. What began as small remodeling projects grew to become the local standard for unique, high-end homes. Today, Roland Builder offers three primary service lines in the custom home building business; custom homes, garden homes, and custom remodeling.

As a family-owned and operated business, Roland Builder is founded on a legacy of quality and craftsmanship driven by deeply-held values and integrity. Anyone who has seen a Roland home will recognize the creativity and high standard they uphold for their clients. Now operating in its second generation, Roland Builder wanted to ensure that their brand, website, and overall online presence truly reflected the product they produce.

Part II: The challenge they were facing:

Roland Construction is an established homebuilder in the south-central region of Pennsylvania whose reputation speaks for itself. However, Roland Builder’s brand lacked a cohesive online presence which truly reflected who they are and what they do. Roland Builder wanted their website and digital marketing to be an online representation of the creativity and quality they’re known for across the region. Unfortunately, their old site was running on an off-the-shelf website template which limited their ability to properly showcase their work.

Roland Builder recognized they needed to redo their website and come up with a new approach which clearly communicates their expertise and their process by which they bring dream homes to reality. This brand renovation needed a fresh coat of paint on their existing look and feel, clear navigation, and interactive galleries to showcase their capabilities in custom homes, garden homes, and general renovations. Moreover, Roland Builder wanted to clearly communicate the custom home building process from start to finish and emphasize they are not tied to one specific style, and can bring their clients’ custom home dreams to life.

Part III: Our solutions:

Our work with Roland Builder began with a thorough review of their existing brand and recommendations for updates. Our goal was to balance their history and legacy with their commitment to forward-thinking and innovation. We saw an opportunity to polish the logo, giving it a clean and more modern look, and suggested a new color pallet which would work well across their product line. Next, we conducted an audit of their online presence, including the website and social media outlets, and developed a comprehensive digital marketing strategy to ensure consistency that attracts leads and new business.

Roland Builder Logo

Roland Builder Logo

In the beginning, we all agreed the website needed to be renovated. We did not think it made sense for a custom home builder to have their website running off a template. The solution was a handcrafted website featuring their custom homes in online galleries, testimonials from satisfied customers, and community listings which show where Roland homes are being built. Most importantly, we made sure it was easy for clients to understand Roland Builder’s process and how to get in touch when they are ready to get started.

Roland Builder Homepage

Roland Builder Homepage

Roland Builder’s beautiful custom homes and remodels deserve to be showcased. We sent our video team to document some of their best work and put it front and center on the new website. Plans are in the works for video testimonials to accompany the written ones already on the site, and at the time of this post, we are putting the finishing touches on a series of brand videos that will only further highlight Roland Builder’s beautiful craftsmanship and quality of work.

Part IV: The Results:

Our work for Roland Builder is ongoing, and a fun one to bring to life. As we have implemented Roland Builder’s digital marketing strategy, we have already seen a 25% increase in their social media presence that is fueling expansion into new markets. With the addition of forthcoming brand and testimonial videos, we anticipate seeing this percentage continue to increase as we take the amazing quality of the Roland Builder experience into more spaces online.

If you are ready to polish your brand or need an overhaul of your online presence, let’s chat! We would love to set up a time to review your current marketing and discover what improvements we can make to help you grow in the new year.

Cross & Crown

About Cross & Crown

Cross & Crown is a team of creatives who are passionate about solving problems through design and technology, taking what is there and making it better. Based in Chambersburg, PA, we strive to help educate, advocate, and thrive in a digital world.

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