Naples Reserve is a 688-acre master-planned community located between Naples and Marco Island in Southwest Florida. From the outset, the development faced significant marketing challenges due to its inland position in South Naples—an area with no natural traffic flow or drive-by visibility. Despite offering 11 distinct lakefront neighborhoods, the community was hidden behind a low-profile entrance, resulting in minimal on-site activity and low awareness among prospective buyers. Following an underwhelming market introduction, builders struggled to gain presale traction. Although homes were competitively priced—from the low $300,000s to over $1 million—the location’s remoteness also resulted in limited support from the local real estate broker community.
Naples Reserve is a 688-acre master-planned community located between Naples and Marco Island in Southwest Florida. From the outset, the development faced significant marketing challenges due to its inland position in South Naples—an area with no natural traffic flow or drive-by visibility. Despite offering 11 distinct lakefront neighborhoods, the community was hidden behind a low-profile entrance, resulting in minimal on-site activity and low awareness among prospective buyers. Following an underwhelming market introduction, builders struggled to gain presale traction. Although homes were competitively priced—from the low $300,000s to over $1 million—the location’s remoteness also resulted in limited support from the local real estate broker community.
The traditional Southwest Florida buyer was primarily focused on coastal addresses, leaving Naples Reserve at a disadvantage. Cotton & Company identified and targeted a new segment of buyers—those seeking a more relaxed, unconventional alternative to the area’s typical luxury market. The brand was repositioned as “Casually Awesome,” infusing the campaign with a sense of energy and unexpected fun that stood apart from Naples’ traditionally formal and reserved image. A custom-published lifestyle magazine, Naples Unplugged, captured this fresh perspective, helping to build emotional connection and market differentiation. A comprehensive marketing strategy followed, including refreshed branding, a new website, digital lead generation tools, a homebuyer’s guide, and a reimagined sales environment. Strategic events further amplified awareness. The result: strong buyer engagement and an early community sellout.
The traditional Southwest Florida buyer was primarily focused on coastal addresses, leaving Naples Reserve at a disadvantage. Cotton & Company identified and targeted a new segment of buyers—those seeking a more relaxed, unconventional alternative to the area’s typical luxury market. The brand was repositioned as “Casually Awesome,” infusing the campaign with a sense of energy and unexpected fun that stood apart from Naples’ traditionally formal and reserved image. A custom-published lifestyle magazine, Naples Unplugged, captured this fresh perspective, helping to build emotional connection and market differentiation. A comprehensive marketing strategy followed, including refreshed branding, a new website, digital lead generation tools, a homebuyer’s guide, and a reimagined sales environment. Strategic events further amplified awareness. The result: strong buyer engagement and an early community sellout.
Situated adjacent to the Picayune Strand State Forest, just two miles from the US-41 and Collier Boulevard intersection—this expansive community offered a strategic balance of seclusion and accessibility. To offset the challenges of an inland location, the community emphasized an on-site, resort-style lifestyle that reduced the need for residents to travel to distant city centers. Amenities such as a Beach Club, lagoon-style pool, tiki bar, and on-site restaurant transformed the setting into a self-contained tropical retreat, delivering a coastal appeal to an inland neighborhood. This amenity-rich environment held strong appeal for retirees, offering not only the comforts of resort living, but also a vibrant social atmosphere and opportunities for outdoor recreation.
Situated adjacent to the Picayune Strand State Forest, just two miles from the US-41 and Collier Boulevard intersection—this expansive community offered a strategic balance of seclusion and accessibility. To offset the challenges of an inland location, the community emphasized an on-site, resort-style lifestyle that reduced the need for residents to travel to distant city centers. Amenities such as a Beach Club, lagoon-style pool, tiki bar, and on-site restaurant transformed the setting into a self-contained tropical retreat, delivering a coastal appeal to an inland neighborhood. This amenity-rich environment held strong appeal for retirees, offering not only the comforts of resort living, but also a vibrant social atmosphere and opportunities for outdoor recreation.
