Project:  Sterling on the Lake, Flowery Branch, GA

• Master-planned community of 1,680 homes situated on 894 acres
• Amenities include clubhouse, swimming pool, tennis center, five parks, miles of trails, and 75 acres of lakes with boat dock and lakeside pavilion,

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:  Come Home to a Sterling Way of Life. Where spacious front porches meet tranquil lakes, Sterling surrounds your home with a sanctuary. Our vibrant community in Flowery Branch—just north of downtown Atlanta—offers plenty of ways to take it easy, enroll in top schools, and reconnect with your loved ones.

Marketing Challenge: When launched in 2004, Sterling on the Lake, was considered “too far out” from the Atlanta metro region. Sales were sluggish, and the builder program was very difficult to launch, which made the development of a robust model complex a challenge. We worked with the development team to create a robust amenity package that went beyond the standard pool, parks, playground model. The program included an after-school program for residents that included a tutor; a mom’s day out program that offered shuttle service to some of the area’s most popular shopping and entertainment venues; and a summer on the lake program that activated the lake for all the residents. In addition, we hosted events throughout the year that brought Atlanta to the neighborhood, so that the residents enjoyed all the benefits without leaving their home. Sales increased 60% in one year and builders were eager to join the builder program, which required the community to build three model complexes to keep up with demand!