ROC Homes Case Study

Positioning ROC Homes for EPCON Expansion

Case Study

With sales plateauing during COVID and an upcoming franchise expansion on the line, ROC Homes needed more than a redesign. I transformed their fragmented digital presence into a connected growth system spanning strategy, media, CRM, and AI-enabled automation that could scale with the company.

🥂 TAB & GHBA* Award Winners 🥂
*Texas Association of Builders & Greater Houston Builders Association

My Role:
- Led end-to-end UX and redesign for digital and web.
- Conducted VOC interviews and stakeholder sessions to identify audience segments and shape brand strategy.
- Built an in-house media production pipeline (photoshoots, videos, 3D staging, and virtual tours).
- Integrated mapping and CRM tooling to unify analytics across web, newsletters, and social.
- Automated AI-enabled operations workflows, improving metrics tracking and reporting.
- Tracked sales and growth data to inform investment planning for 3 new communities and the EPCON franchise pitch.
Results:
- Sold out Oak Grove and River Oaks' inventory by Q2 of 2021.
- Company won a number of Texas Association of Builders (TAB) + Greater Houston Builders Association (GHBA) Awards.
- Successfully expanded to become an EPCON Franchise Builder to build multiple 100+ home communities in Greater Houston.
- Improved sales by 52% and web lead conversions by 8.4%

Core Problems:

Plateaued traffic and sales (worsened due to COVID-19).
Fractured content strategy.
Unidentified audience.
Outdated design approach.
Lack of tracking and reporting metrics.
Upcoming conversations to pitch business to become an EPCON Franchise Builder.

Solution:

Identify core audience groups through VOC and stakeholder interviews, surveys and campaign analytics to inform persona development.
Revise brand & content strategy with primary focus towards branded content and media, especially short-form video content for omnichannel distribution.
Audit, automate and optimize internal processes to manage data and reporting.

Implementation:

Premiered new website based on user research, added LotVue (interactive maps) and Lasso (CRM for builders) to improve analytics tracking across web, newsletters, and social channels.
Set up in-house media production from photoshoots to 3D staging to counter COVID restrictions and market new communities.
Implemented remote smart home functionality (like intelligent door integrations) to allow for safe visits while gathering usage data from website and third party leads.
Created a cohesive pipeline that could monitor results from published digital content that could lead to appointments and sales.
Automated this digital ecosystem using Zapier, and produced higher quality content that tied together central brand themes of Houston, communities, home, and family.

Omnichannel Campaign to
Promote Oak Grove & River Oaks Communities

ROC Homes Campaign

Documentary-Style Shoot for Homeowner Testimonial

Website

Designed to simplify and demystify the home buying experience, the new website embodied a more personable style to convey a sense of family, community and ease of access.
With more more modern design principles, look, and feel, it engaged millennials just entering the market, and kept the navigation simple for older empty nesters who also make up the ROC Homes' target audience.
The redesign is media-centric to allow for web-first and social-first content to thrive with engagement and cross-pollination across social platforms.
The main goal was for leads to find it easier to establish contact; so the sitemap is designed with a funnel marketing mindset.
Responsive across devices to adapt to shifting contact needs and user-experience.