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Case Studies

A Paradigm Shift Opens the Door To New Business

Blue Ridge Mountain Club

FUEL and Blue Ridge Mountain Club rethink traditional vs. non-traditional strategies in order to attract new prospects

Located in the High Country of Western North Carolina–between Boone and Blowing Rock—Blue Ridge Mountain Club is a gorgeous 6,000-acre protected high-end real estate development that was going through financial struggles. The one-time former Ginn property had fallen into deep distress and was purchased by Reynolds Development Group (RDG). Unfortunately, RDG had their own challenges due to the lack of success in a couple of their other real estate development projects. So, obviously, their involvement with BRMC did not inspire confidence.

FUEL really understands our brand and what we're trying to do here at Blue Ridge Mountain Club. They know the type of buyer we're looking for and what makes them tick. FUEL does a great job of getting quality leads—of finding those people who identify with this incredible mountain setting and who are attracted to the strong sense of community we've created.

— Reggie Bray, BRMC Director of Sales & Marketing

The FUEL Initiative

FUEL was tasked with not only rebranding (and renaming) the distressed property, but we also had the difficult job of bolstering confidence and stability by re-envisioning the entire brand positioning and story. Over the course of the next year, FUEL overhauled their entire look/feel/messaging and delivered the new brand look and story across multiple platforms—through a strategic mix of traditional and digital marketing initiatives.

As of today, a majority of their leads come from a focused digital marketing plan that attract out-of-state buyers in other markets. In fact, almost 98% of their overall sales leads are generated by our digital marketing strategies. Just this year we've helped them increase 150% of their leads month over month and have cut their cost of acquiring new leads over 10x.

Blue Ridge Mountain Club is not only back on its feet, but thriving. In fact, the first product phase that we introduced, the Watson Gap Cottages, was a huge success, selling out in just a few months. This has led to them accelerating their plans for developing the community amenities at Watson Gap Village currently under construction and due to be completed mid-2017. Today we continue to work with BRMC with the task of driving new leads that convert to actual sales.

We've worked with FUEL for several years now and they have been instrumental to our sales success—especially over the past couple of years. Their digital marketing expertise has enabled us to really hone-in on our target audiences to drive quality leads that convert to sales. They are a big part of our success.

— Jim Pitts, BRMC General Manager

Numbers Tell the Story

  • This year alone we've tripled their sales leads through focussed digital efforts
  • 98% of overall sales leads are generated by digital marketing
  • We've reduced their cost for acquiring new leads by over 10x
  • The quality scores for high qualified leads has more than doubled
  • New growth in sales has spurred accelerating construction of $5 mil in additional community amenities

FUEL Engagement

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Regional and National Digital/Print Campaigns
Lead Generation Email Marketing
Digital Re-marketing, Retargeting & Banner Ads
Keyword Marketing
Sales & Marketing Collateral
Case Study Creation
Search Engine Optimization (SEO)
Print Ad Campaigns
Event Marketing

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Project Date: 2013-current


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