Morrison Homes

Case study: Showcasing homes with integrated content marketing

It’s time for something new

Specializing in new home construction, Morrison Homes has been providing award-winning homes for Albertans since 1961. Morrison approached Maven looking for fresh ideas to help showcase their homes to potential buyers and brand supporters.

Creating a content blueprint

We interviewed Morrison’s internal teams and conducted industry research to fully outline the topics most relevant to Morrison’s end customer. From there, we developed a comprehensive strategy and workflow based on Morrison’s own internal processes. The result was a content marketing strategy focused on increasing engagement, rejuvenating their social media, and clearly communicating the brand’s unique identity.

Home School

All this content needed a home of its own, so we worked with Morrison to build out their Home School page. This central content hub houses helpful tips, articles & events - all designed to ensure customers had a better homebuying journey. From giving expert advice about mortgage pre-approvals to providing interior design inspiration, we covered a wide array of topics to build out the page and further establish Morrison as a home expert.

Social media

You can’t sell homes without showing your customers what you’ve got - so when it came to social media we utilized graphics, VR tours and lifestyle shots to give consumers a feel of what living in a Morrison home is like. Our goal was to inspire, encourage engagement, and accompany customers through every stage of the home building process.

Marketing emails

Working with the Morrison teams in Edmonton and Calgary we engaged homebuyers through weekly marketing emails. Our team developed a workflow around Morrison’s sales process and made it easy for Morrison to ensure their email subscribers were always in the loop on the latest promotions.

Well-constructed videos

We also created a number of videos as part of the content plan, including Morrison’s first-ever design-focused series – showcasing the interior design elements and inspiration of their most popular showhomes. Our team wrote, produced and edited these videos to give potential buyers a glimpse into Morrison’s dreamy homes, and give interior design fanatics something to aspire to.

The Emmett Design Tour

The Logan II Design Tour

What Morrison has to say

“Maven Media employs effective content development strategies that continue to improve web performance and online engagement. In addition to delivering consistent results, their team is also very responsive, collaborative, and timely, bringing lots of new ideas to the table in the process.” - Sam Hudson, Marketing Director

Read the full review on clutch.co >

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