Project: Estrella Mountain Ranch – Goodyear, AZ

• 20,000-acre master planned community planned to have over 5,000 homes
• Retail and commercial core, 18-hole golf course and clubhouse

Development Company:  Newland Communities

Services: Envisioning, brand development, marketing & advertising services, budget development & management, market research, website development, public relations, and customer journey experience.

Brand Story:  Everywhere you turn here in Estrella, you’ll find friends and family, distinctive homes and neighborhoods, with vibrant parks and action-packed trails. (Even a championship golf course!) Adventure here happens on our land and our lakes, where you can race kayaks or picnic along the water. Estrella’s more than an oasis—it’s a true hometown in the High Sonoran Desert.

Marketing Challenge: Estrella was a 20-year old community, located on the far edge of the Phoenix metro, that had been through several down real estate cycles. When Newland purchased the community, it was in need of a complete re-brand and repositioning in the marketplace, as it had received negative publicity over the years. The marketing team re-branded the community as the “new hometown” for families of all ages, complete with everything you would find in a new town. Even through the recession of 2008 – 2010, the community continued to enjoy strong sales. Now, the community is ranked #30 in the top-selling master-planned communities in the nation, with over 400 sales in 2017.