Refined Homes
Breaking New Ground: Transforming Refined Homes into a Full-Service Builder
Saint Paul-based Refined Homes stood at a crossroads. While their masterful kitchen and living space remodels commanded attention, owners Tricia and Ian Wiitanen blazed a bold path forward—expanding into new construction, detached structures, and home additions. This transformation demanded a strategic partner who could craft their vision into reality.
Primary Deliverables:
Repositioning
+ Content Strategy
+ Ongoing Site Design
Logo, Color, Font, Size, Photo, Images, Graphic Guidelines, and More
+ Monthly Blog Content Development
Logo, Color, Font, Size, Photo, Images, Graphic Guidelines, and More
+ Organic Social Media
Logo, Color, Font, Size, Photo, Images, Graphic Guidelines, and More
+ Sales Materials
Logo, Color, Font, Size, Photo, Images, Graphic Guidelines, and More
+ Repositioning
We developed a customer value proposition centered around the “Refined Approach,” highlighting Refined Homes’ unique process from client intake to project completion. This repositioning emphasized their commitment to collaboration, perfection, and clear communication, setting them apart as a trusted home-building and remodeling partner. We also sought industry recognition through awards and leveraged customer testimonials to further establish their dedication to craftsmanship and integrity.
+ Content Strategy
To effectively communicate the “Refined Approach,” we implemented a content strategy that included a website redesign, monthly content development, award submissions, and sales kit materials.
Website Redesign: We refreshed the website to include a new “Build” category, showcasing new and upcoming projects. The site featured updated hero images and trend-focused copy to inspire and engage prospects. We also incorporated video snippets highlighting innovative features and a full-screen gallery option to display select projects, demonstrating the seamless integration of modern conveniences into classic homes.
Monthly Content Development: We initiated a monthly content calendar that included news articles, organic social media posts, and email campaigns. These communications highlighted new construction projects, company news, and industry insights, keeping Refined Homes top-of-mind for potential clients and industry peers.
+ Award Submissions
We crafted compelling award submissions that not only met criteria but also told the story of Refined Homes’ commitment to client needs and innovative solutions. This approach led to a Silver Contractor of the Year Award, enhancing their credibility and market positioning.
+ Sales materials
We developed a comprehensive toolkit of sales materials, including brochures, presentation templates, and proposal documents. These resources ensured consistent messaging and a professional presentation, aiding in client acquisition and retention.
+ results
Through this comprehensive approach, Refined Homes successfully repositioned their brand to include a broader range of services, effectively communicated their unique value proposition, and enhanced their market presence. Strategic content development, website enhancements, and owned media optimization increased client engagement and industry recognition, positioning Refined Homes for sustained growth and success.
“Chris took time to understand who we are and what our goals are. He developed a weekly and monthly marketing strategy to match our short—and long-term objectives. It’s proven to increase community engagement and dramatically improve sales. Our company is unique, and in an industry where homeowners have many options, we need to highlight how we deliver our unique value proposition.
Perhaps most importantly, he has become an advisor.”
—Tricia Wiitanen | Refined Homes