Riata is an enormous (Texas-sized?) garden-style community in Austin. It’s 180 acres, with 2,044 units and vast amenity offerings, including multiple indoor and outdoor social spaces, coworking and conference space, an 11,000-SF athletic club, two racquetball courts, nine pools, three hot tubs, two saunas, three sand volleyball courts, a basketball court, two dog parks, 3+ miles of trails, and extensive programming. It’s so large that it has its own zip code, and a full community tour could take over two hours.

Redevelopment had started when Red Propeller was hired, but the community was still in search of its story. Our mission was to define Riata’s why and translate this new investment into a compelling reason for prospects to say yes to them over a flurry of shiny, new properties nearby. Red Propeller developed a brand around three ideas: the offerings of an elite (not elitist) membership club, a true suburban neighborhood, and a legacy Hill Country living experience. We helped develop new marketing tools and assets that leveraged this story and trained the leasing team on how to sell the story to prospective residents and customize the tour path in real time based on prospects’ needs, interests, and personalities.