Building Awareness, Credibility, and Buyer Demand for a Master-Planned Community
Market: Erie, Colorado | Denver–Boulder Corridor
Services: Public Relations, Influencer Marketing, Media Strategy, Event Strategy
The Challenge
Westerly is a growing master-planned community in Erie, Colorado, strategically located between Denver and Boulder. With multiple builders, evolving phases, and an active events calendar, the community needed more than sporadic visibility — it needed consistent, credible exposure that would:
Reach buyers already searching for new homes
Reinforce Westerly’s positioning as a lifestyle-driven community
Support builder momentum with ongoing awareness
Build trust through third-party validation, not just owned marketing
Like many master-planned communities, Westerly faced a familiar challenge: how to stay visible year-round without sounding repetitive or sales-driven, while multiple builders and audiences are involved?
BCENE PR was engaged to lead a sustained PR and influencer marketing program to keep Westerly top of mind with buyers, realtors, and relocation audiences throughout 2025.
Our Strategy
BCENE PR approached Westerly’s communications as an always-on ecosystem, combining earned media, advertorial placements, and creator partnerships to reinforce the community story from multiple angles.
1. Earned Media That Buyers Actually Read
Rather than chasing vanity placements, BCENE PR prioritized housing-specific and high-intent outlets where buyers actively research new communities.
This included:
National trade coverage in New Home Source, highlighting Westerly and its builders
Local news stories tied to tangible milestones, including model home openings
Regional publications that reach the broader Front Range buyer corridor
The goal was consistency: multiple placements throughout the year, so Westerly appeared repeatedly in credible environments that buyers trust.
2. Advertorials for Full Storytelling
BCENE PR secured partnered features in AtHome Colorado and Denver Life to allow for complete, controlled storytelling.
These placements:
Explained what makes Westerly different as a master-planned community
Highlighted lifestyle, design, trails, and location advantages
Supported buyer education beyond short news mentions
Advertorials played a critical role in helping audiences understand the community, not just recognize the name.
3. Influencer Marketing Built Around Community, Not Ads
To complement traditional PR, BCENE PR executed a year-long influencer program featuring:
Local realtors
Lifestyle creators
Family- and community-focused voices
Rather than scripted promotions, creators were encouraged to tell the Westerly story through:
Model home walkthroughs
Community events and activations
Everyday lifestyle moments that showed how the neighborhood actually functions
This approach ensured content felt authentic, neighborly, and aligned with how buyers make emotional decisions.
Results
Public Relations Outcomes (2025):
★ 4 national trade stories featuring Westerly and its builders
★ 3 local news stories tied to community milestones
★ 2 local advertorials in high-visibility lifestyle publications
★ 100% positive media sentiment across all earned coverage
Engagement signals confirmed relevance:
Earned media stories generated 139 total social interactions, averaging 13 engagements per article — strong performance for housing-focused coverage
Influencer Marketing Outcomes
55 pieces of creator content delivered throughout the year
Strong reach beyond existing followers, introducing Westerly to new audiences
Highest engagement tied to:
Community-first storytelling
Events and activations
Human, talking-to-camera formats
Cost efficiency remained strong across campaigns, with several creators delivering sub-$0.25 cost per view, outperforming typical paid social benchmarks for real estate.
What Performed Best
Across PR and influencer efforts, clear patterns emerged:
Community storytelling outperformed pure home tours and content that emphasized people, events, and connection consistently drove higher engagement.
Repetition across trusted platforms built credibility - Multiple placements in the same housing and lifestyle outlets reinforced familiarity and trust.
Local voices mattered - Realtor and community-based creators generated stronger peer validation than overly polished brand content.
Reels and short-form video outperformed static posts - Movement, music, and real-life activity held attention longer and encouraged sharing.
The Impact
By the end of 2025, Westerly had established a steady media and social presence that supported:
Buyer awareness across the Denver–Boulder corridor
Builder visibility tied to real milestones
A consistent narrative around lifestyle, design, and community
Rather than relying on isolated announcements, Westerly benefited from compounding visibility — where PR and influencer content worked together to reinforce the same story from different angles.
Why This Matters for Master-Planned Communities
Master-planned communities don’t win on single moments — they win on consistency, credibility, and community proof.
Westerly demonstrates how:
Earned media builds trust buyers can’t get from ads alone
Influencers humanize large-scale developments
Ongoing PR supports builders, sales teams, and events without feeling promotional
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