A luxury residential development sought to expand its reach beyond golfers. Due to its location wrapped around a famous golf club frequented by pros and celebrities, Flint Hills National enjoyed significant name recognition and brand equity with avid golfers and country club members but desired to connect with a broader audience. We analyzed local demographic research to identify underrepresented market segments and compiled data to create personas of potential homebuyers.

In an area highly saturated with luxury developments, the community needed to capitalize on its otherness by showing potential homeowners the unique lifestyle the community provides. To achieve this, a story-based, narrative video series speaking to key motivations was developed for delivery via social media.