Canopy Communities in Arizona have redefined the possibilities for build-to-rent townhome living, showcasing how distinct identities and bold marketing strategies can transform communities in a competitive market. Canopy Developer Soltrust hired Red Propeller to revamp marketing and sales strategies over a three-month period for their three unique properties – Canopy at Cottonwood, Canopy at Sundance, and Canopy at the Trails.

Our journey began by assessing each property’s individual strengths. Canopy at Cottonwood, with 329 units, is designed to cater to residents seeking a tranquil yet connected lifestyle in Casa Grande. Canopy at Sundance, with 214 units, captures the suburban charm of Buckeye. Canopy at the Trails, a collection of 124 townhomes in Phoenix, provides larger floorplans for families and roommates. Each community had the potential to stand out but needed a cohesive strategy to distinguish itself from the competition. Working with property manager Mark-Taylor, we reviewed marketing efforts and performance, website traffic, brand assets, the on-site experience, the competitive set, and other factors to identify opportunities for improvements and then worked with the on-site operations and marketing teams to implement changes quickly and effectively.

We started by transforming their digital presence, including:

• Partnering with Conversion Logix to launch tailored ad campaigns focusing on search, native Google Business Profile advertising, and YouTube, targeting prospective renters in key areas.
• Collaborating with Apartment Geofencing to implement geotargeted campaigns and TV streaming ads, which brought a new level of precision to their outreach.
• Creating Instagram and Facebook accounts for each property, featuring targeted campaigns and engaging content that began to build vibrant online communities, increasing visibility and engagement.
• Overhauling property websites, including subpages like “Why Canopy” and “Communities” to tell the unique stories of each property and high-quality imagery to showcase the lifestyle and features that set these communities apart.

We developed new creative assets, integrating unique brand guide icons into materials such as flyers, website elements, and other physical and digital collateral to strengthen the brand identity and build cohesion across all platforms.

On-site improvements included developing comprehensive tour paths and sales presentation guides that highlight the best features of each property, redesigning model homes to leave lasting impressions, making it easier for potential residents to envision themselves living in these spaces, and enhancing signage to reinforce branding and improve the overall experience for residents and prospects alike.

Programs and tools were another critical area of focus. A new Ambassador Program empowered residents to act as community advocates, driving referrals and fostering trust. Updates to the Resident Referral Program and prospect communication templates streamlined communication and ensured consistent messaging.

Canopy Communities are now positioned as distinct, desirable options in the Phoenix area’s competitive market, offering thoughtfully designed homes and a lifestyle that stands out.

This project exemplifies how a dynamic, focused approach can reinvigorate communities and create lasting success. By embracing individuality and leveraging innovative tools, Canopy Communities has become a model for what’s possible in the build-to-rent and townhome segments.