Sun West Ranch, a unique residential community in Cameron, Montana, offers a true Montana, wide-open-space experience — fly fishing, equestrian activities, and unbounded access to the Madison River. Sun West reminded OC of the importance of accurate brand messaging. The client approached us to help expedite lot sales. But, in the initial campaign, Sun West focused on the “Old West” experience that they felt the customer wanted. While the initial ads were visually appealing, they simply did not highlight what made Sun West a different kind of place.

Through casual, person-to-person interviews, OC discovered that luxury real estate was less about demographics and more about psychographics. More specifically, we learned that the Sun West luxury real-estate experience was most about world views, personal passions, hopes and dreams, influences and cultures. We discovered that the seasonal residents of Sun West Ranch played as hard as they worked. They were searching for vibrant, unique experiences and the freedom of open spaces, without being bombarded by Old West imagery.

OC translated these views into a truly unique brand experience, moving away from traditional advertising channels toward a more integrated marketing approach that connected buyers directly with real-estate agents. OC increased public relations efforts, established a stronger Web presence, produced targeted direct mailing pieces and orchestrated Sun West Ranch visibility events. We were able to immediately see and hear the results of our efforts, managing initial sales calls and talking directly to prospects about their interest in the ranch and the success of the marketing efforts that led them there. The result of our work was an award-winning campaign that increased Sun West Ranch’s sales by 300% in the first year.