When client FrontDoor Communities told us about opening its most unique community yet, we knew the story would get a lot of traction – if we spun it the right way. We worked together to craft pitches as one-of-the-kind as Goulding.
Located in Historic Roswell, Goulding is walking distance to Canton Street and features a restored 19th century home as its centerpiece. Terry Russell, CEO of FrontDoor Communities explained:
“From the time we purchased the Goulding acreage, we knew that we wanted to save this historic home and make it the community focal point. Everything we planned for this community, from the landscaping to the smallest architectural detail, was specifically chosen to complement the historic elements found in this home and on those historic homes in the surrounding community.”
We loved how FrontDoor Communities decided to restore the original Goulding home instead of tearing it down! This vintage, 7,098-square-foot home has been totally updated. Features include a new gourmet cook’s kitchen with stacked cabinets, a large island, granite countertops and stainless steel appliances; a newly renovated owner’s bath with granite countertops, an oversized shower and a freestanding claw foot tub; pine wood flooring throughout; and beautiful views from the expansive, covered back porch. Of course, most of the home’s original charm and character was maintained.
In addition to this historical home, its namesake community will provide 13 single-family homes, 27 townhomes and a private, park-like setting. The builder even worked with the Historical Preservation Society in Roswell to pay close attention to every detail of Goulding in order to complement the historical architecture found on the original home.
After touring the Goulding home and getting a feel for the new community, we did our research and learned that Curbed Atlanta covered the sale of the property here in early 2012. So, we reached back out with a creative pitch to let the writer know that the mystery had been solved. The new article, “Mystery Behind Palatial Antebellum Roswell Estate Solved!,” used our idea and spread awareness about the distinctiveness of the Goulding community. With 64,086 unique visitors per month on Curbed Atlanta, this placement will definitely impact the marketing of Goulding.
Additionally, Atlanta Magazine’s HOME published a piece titled “House Envy: Historic Roswell Home” about Goulding. Based on our pitch, the article highlighted how FrontDoor Communities didn’t follow the “out with the old, in with the new” path for the community. The writer also shared the history of the original home and plans for the new community. With a total circulation of 38,638, the Goulding story is going far.
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