Building Buzz for River Colors

Robbins Properties came to me with a big idea: River Colors, a new lakefront community tucked inside Muscle Shoals. They knew the location was special, but they needed a brand and a digital rollout that would match the vision and get people excited before the lots were even listed.

Who They Are

Robbins Properties is family-owned and deeply rooted in The Shoals. They’ve been building here for decades and are known for projects that actually strengthen the community. River Colors is a passion project for them. It’s about giving families, retirees, and lake lovers a chance to build their dream home in a spot that’s both peaceful and close to everything.

The Plan

The goal was simple: make River Colors the most talked-about lakefront opportunity in Muscle Shoals. To do that, I focused on three things:

• Create a brand that feels like home and not a corporate land sale.
• Build excitement with ads, content, and a landing page that tells the story well.
• Make it easy for people to take the next step, whether that was booking a tour or downloading resources.

Branding

We built a voice that felt warm and approachable, while still showing off the premium value of the property. Messaging hit on what mattered most: dockable waterfront lots, city sewer access, and being minutes from Florence.

The Landing Page

The landing page was the anchor. It worked like both a digital brochure and a sales funnel. Visitors could see lot availability, learn about the development phases, schedule a tour, or download the vendor list.

It also included:

• An interactive map of available lots
• Appointment scheduling
• Testimonials from early supporters
• Highlights of nearby spots like Joe Wheeler Lake and downtown Florence

Ads and Social

We ran Facebook and Instagram ads aimed at families, retirees, and local investors. Reels, photos, and carousel ads all pointed back to the landing page. On social, we built anticipation with drone footage, sneak peeks, and weekly highlights.

Photos and Video

We wanted visuals that captured both the calm beauty of the river and the energy of something new. Drone shots, lifestyle photos, and scenic clips all came together to paint that picture. Sunrise over the docks. A slow shot of the entrance sign. Wide aerials of the water.

Results

Within a few weeks, River Colors was on everyone’s radar. The rollout brought in dozens of scheduled tours, strong social engagement, and serious interest in both the first phase and the future phases. Every step, from the first ad someone saw to the booking email, told a consistent story.

What’s Next

This is just the beginning. As more lots are released and homes are built, we’ll keep sharing content, telling homeowner stories, and building momentum. Each new lot sold makes the vision real, and I’m glad to be part of it.