Founded in 1978, Rawson Homes is a leading home builder servicing Sydney and regional NSW.
Building a new home is an incredibly exciting and sometimes (positively) emotional experience. Rawson Homes’ marketing team engaged The Lucid Agency to create and deliver new marketing collateral that would revitalise their traditional approach to content development. While facts, features, and informative messaging are essential, the key challenge is balancing this with the objective of taking branded content outside the realm of what’s typical in the industry.
What’s the overarching objective? To appeal to customers’ state of mind, generate excitement around building a new home and drive sales through inspiring stories of cutting-edge home designs and idyllic locations.
In-depth preliminary research enables us to identify the key facts and themes that support the purpose of content. For example, this phase involves gaining key location knowledge including amenities, transport connections and even the job market as well as understanding how specific homes have been architecturally inspired, designed, and support improved lifestyles.
Lucid has created suburb profiles for brochures and online, video scripts for video assets used across owned channels, brochure copy for new homes and estates around Sydney, and web content for new home designs and estates. Lucid has also supported Rawson Homes with major award submissions.