Selected work / Homebuilding / Southwest Florida
Unique Homes
Real projects. A clearer place for remodeling.
Social storytelling, remodeling positioning and a dedicated conversion path for a Southwest Florida homebuilder.
RPM's role
Social strategy, content production, creative direction, Meta Ads planning and remodeling landing page development.
Social Media Strategy · Content Production · Creative Direction · Meta Ads · Landing Page Development
Project context
Unique Homes builds residential projects, semi-custom homes and remodeling projects in Southwest Florida. Its established social presence showed new construction, properties and architectural work, but remodeling was underrepresented.
RPM connected recurring content production with service positioning and acquisition planning. The dedicated remodeling landing page was developed by RPM; the institutional Unique Homes website was not.
The challenge
The advertisement and the profile needed to tell the same story.
A prospect arriving from a remodeling advertisement could find an Instagram or Facebook profile focused almost entirely on new homes. Publishing more often would not resolve that disconnect. The content needed to represent the company's capabilities and support the service being promoted.
RPM's decision
Connect the project story to the conversion path.
RPM brought together real-project storytelling, a defined place for remodeling and paid acquisition planning. Social content would show the work, explain the process and introduce renovation services, while a dedicated landing page gave remodeling inquiries a relevant destination.
01 / Content strategy
A recurring editorial structure.
Monthly content calendars organized planning, copywriting, creative direction and production across static posts, carousels and Reels. Residential projects, design details and service-focused communication each had a defined role, rather than becoming unrelated publications.
The approved social board below shows the visual presentation of homes and interiors. It illustrates creative execution, not a record of campaign performance.
02 / Real-project storytelling
Show the home. Explain the work behind it.
Project photography and construction footage supported stories about architectural details, materials, progress and craftsmanship. The approach extended beyond finished-home photographs to communicate how projects take shape.
The folder and inserts offer a complementary view of property presentation. They are marketing collateral, not evidence of website development or remodeling campaign results.
03 / Service positioning
Give remodeling a defined role.
RPM expanded the content direction to include kitchen, bathroom and interior remodeling. Educational messaging and service-focused creative connected homeowner needs with renovation services, creating a more consistent relationship between organic content and the planned advertising.
04 / Meta Ads & landing page
A focused acquisition plan, with its own destination.
The planned 90-day Meta strategy used a $500 monthly media budget concentrated on Facebook and Instagram. It combined landing-page campaigns, direct conversations and remarketing, with geographic relevance across Southwest Florida.
RPM developed the dedicated remodeling landing page as the conversion destination. Campaign execution and lead or commercial results are not claimed here. The planning framework called for evaluating qualified conversations, consultations and estimate requests rather than treating clicks as sales.
What changed
A more structured connection.
Recurring content, real-project presentation and remodeling positioning were connected to customer acquisition planning and a dedicated landing page. The change is in the organization of the work and its conversion path, not an asserted increase in leads or revenue.
The perspective
One story, from first impression to inquiry.
The social presence and remodeling destination were designed to work together, giving the service a clearer place within the brand's communication.