Robbins Properties

Building Buzz for a New Kind of Lakefront Living
Transforming a hidden gem into one of Muscle Shoals’ most sought-after new developments.

The Challenge

When Robbins Properties approached us with River Colors—an exclusive lakefront community tucked inside the city limits of Muscle Shoals—they had a clear vision but needed a compelling digital presence to match. Their goal was to create a brand and marketing strategy that captured the unique blend of natural beauty, small-town charm, and city convenience that River Colors offers. The challenge: launch the project, educate potential buyers, and generate serious interest before the lots even hit the market.

About the Client

Robbins Properties is a family-owned real estate company with deep roots in The Shoals. With decades of experience in residential and commercial development, they’ve built a reputation for thoughtful projects that strengthen local communities. River Colors is a passion project—designed to offer families, retirees, and lake lovers a chance to build a dream home in a location that’s both peaceful and practical.

Strategy & Goals

Our goal was to position River Colors as the premier lakefront opportunity in Muscle Shoals. To do that, we focused on three key outcomes:

1. Establish the brand identity with visuals and messaging that reflect the quality and lifestyle of the development.
2. Build excitement and educate potential buyers with engaging content, digital advertising, and a high-converting landing page.
3. Make it easy for users to take action, whether that meant scheduling a tour, downloading the preferred vendor list, or sharing the listing with a friend.

Branding & Messaging

We worked closely with the Robbins Properties team to define a warm, inviting, and trustworthy tone for River Colors—something that felt more like home and less like a corporate land sale. The messaging emphasized proximity to downtown Florence, dockable waterfront lots, city sewer access, and a community-first feel. From headlines to FAQ copy, everything was written to make the process feel approachable while still communicating premium value.

Website & Funnel Design

To anchor the marketing efforts, we designed and developed a custom landing page that walks visitors through everything they need to know—lot availability, development phases, appointment scheduling, FAQs, and even a downloadable Preferred Vendor List. The site works as both a beautiful digital brochure and a smart sales funnel, capturing leads and making follow-up seamless.

The landing page also features:

• A dynamic interactive map of available lots
• Appointment scheduler
• Testimonials from early supporters and homeowners
• Location highlights, including proximity to Joe Wheeler Lake and downtown Florence

Paid Advertising & Social Media

We launched a targeted digital ad campaign across Facebook and Instagram with creative tailored to different buyer personas—young families, empty nesters, and local investors. Using reels, stills, and carousel ads, we generated awareness while directing traffic to the landing page. Simultaneously, we ran a content campaign on social media that built anticipation week by week with aerial footage, feature spotlights, and community insights.

Photo & Video Production

To support the campaign visually, we captured drone footage, lifestyle imagery, and scenic B-roll that highlighted the best parts of the property. From sunrise over the docks to slow-motion shots of the River Colors Drive sign, we crafted an aesthetic that reflects the calm beauty of the Tennessee River and the energy of something new taking shape.

The Outcome

In just a few weeks, River Colors became a name to know in The Shoals. The digital rollout led to dozens of scheduled tours, high engagement on social media, and growing interest in both Phase 1 lots and future phases. With every touchpoint—from the first ad impression to the final booking email—we helped Robbins Properties tell a story that resonates with locals and out-of-towners alike.

What’s Next

The River Colors story is just getting started. As development continues, we’re working alongside the Robbins team to release new content, highlight homeowner stories, and maintain momentum through future phases. With every new lot sold, the vision becomes more real—and we’re proud to be part of it.