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Atlantic Builders

Residential Real Estate

Regional Homebuilder Becomes a Media & Social Darling Through Integrated PR + Influencer Marketing

Atlantic Builders, an award-winning regional homebuilder, engaged BCENE PR as its agency of record to elevate visibility for its newest Virginia communities—Afton Villas and Southwood—amid a competitive housing market and challenging economic conditions. Atlantic wanted to strengthen its reputation, reach untapped audiences in the Charlottesville and Fredericksburg markets, and explore new ways to humanize the brand and connect with prospective homebuyers.

Approach

BCENE PR was tasked with developing a fully integrated communications strategy that combined media relations, nontraditional influencer marketing, and community-driven brand activations. Goals included:

• Building brand awareness and credibility across earned, owned, and social channels.

• Launching Atlantic Builders’ first-ever influencer program to extend its digital reach.

• Generating consistent “new news” moments to keep the brand visible year-round.

Our approach was rooted in blending traditional PR storytelling with authentic local influence—bridging realtor networks, lifestyle creators, and homebuyer audiences under one unified campaign strategy.

Influencer & Realtor Activation
BCENE PR conducted deep research into local realtor-influencers and lifestyle creators with strong engagement and trustworthy voices. We recruited 3–5 creators per community to:

• Host in-person and virtual model-home tours.

• Participate in community events and on-site interviews with sales teams.

• Produce reusable content for ads, newsletters, and organic social.

To maintain momentum, BCENE PR produced ongoing activation campaigns—including pickleball socials, chef demos, and home-organization workshops—which kept the communities in the news cycle and attracted both media and buyer attention.

Public Relations & Media Outreach
In parallel, BCENE PR implemented a strategic media plan spotlighting Atlantic Builders’ growth, design innovations, and community impact. Storylines were crafted for local, regional, and national outlets to showcase:

• The developer’s investment in affordable, lifestyle-focused neighborhoods.

• New-phase openings and community milestones.

• Human-interest and thought-leadership stories with company executives.

This dual-track strategy positioned Atlantic Builders as both a trusted local name and a forward-thinking industry voice.