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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, turned to BCENE PR as its public relations agency of record to build brand awareness, drive interest and sales for its newest communities, to include Afton Villas, Ruffins Reserve and Southwood. With ambitions to expand its reputation in the hyperlocal Fredericksburg and Charlottesville, VA markets, Atlantic sought a dual strategy: elevate its profile through consistent media coverage and launch its first-ever influencer marketing program to reach untapped audiences online.

BCENE PR began with a deep dive into the editorial landscape to identify storytelling hooks that would resonate with both local and industry outlets. A comprehensive PR plan outlined strategies for announcing new phases of each community, highlighting community events, and securing thought leadership opportunities for Atlantic’s executives.

Influencer Activations Included:

• Virtual and in-person model home tours

• Realtor- and community-hosted events

• Pickleball socials, on-site chef demos, and home organization workshops

• Behind-the-scenes interviews with on-site sales representatives

This dual approach ensured Atlantic Builders was generating both traditional press coverage and new news moments on social platforms—building a steady drumbeat of attention across multiple channels.