Rhodes Hills Digital Content Ecosystem Development
Nova Rodriguez
Social Media/Website images found inside link.
Project Background
Harmony Homes is currently undergoing a brand pivot from average middle-class homes in the $200,000 dollar range to a ultra-luxury custom housing around $2,000,000 and up.
Rhodes Hills is the first development from this company to go into this demographic.
Rhodes Hills is an elevated, luxury desert development located on a high desert hilltop with sweeping views and an emphasis on exclusivity, serenity, and endless legacy. The goal was to build a digital content ecosystem that not only informed but emotionally transported readers by positioning the development as a lifestyle, not a location.
Project Details
Rhodes Hills had:
No real photography
No built structures yet
No established brand identity
A highly conceptual emotional tone (cosmic, elevated, mystique-driven)
The challenge was to transform a project with no assets into an immersive digital experience through narrative and SEO.
My Roles & Responsibilities
As the Creative Strategist for this project I was in charge of:
Copy and narrative concept for the website and brand voice. This involves collaborating with designers and web developers to ensure the visual design of the concept aligns with the heartbeat of the project.
Strategizing how to make the website rank first on Google by implementing a blog cadence across Q4 2025 and Q1 2026 on the main site and using Rank Math to SEO optimize the blogs and make our brand presence known organically.
Took control of the social media for this project and ran the Facebook, Instagram, and LinkedIn for this project. Then, created a social media cadence for the 3 platforms that has content planned out for Q4 2025 and Q1 2026 ahead of time. Using Analytics from all platforms to see what gets the higher engagement and implementing it on future posts. Also, did weekly and monthly trend searches across fields like architecture, luxury, masterplan communities, and interior design and kept a database for inspiration across teams.
Deliverables
Social Media Accounts
Website Launch
Blog & Social Media Cadences
Established and Cohesive Brand Voice Across All Channels
The Key Problem
Why we chose to address this problem:
We had no visual assets available, since the company was still leveling out the mountain, so anything visual had to be conceptualized digitally. The project just received state government clearance to start, but due to a lack of clear direction from our founder after 20 years of litigation, our team and I did not have concrete information to build our brand identity.
The Solution
Example of AI image used on socials
Keys To Final Deliverable:
Market Research
Ultra-High Net Worth User Personas
State of Housing Market from Neighboring States
Competitive Analysis
Tool Research
Cost Analysis of Different AI Systems
Implementation of Numerous Tools for Efficient Use
Brainstorming
Market Research
Through this research we found:
Las Vegas luxury inventory is at all-time highs, giving buyers more options than ever. Homes priced $1M+ have increased sharply, though sales remain steady at roughly 130–150 closings per month. Average days on market hover around 60, reflecting a slower but active pace.
Inventory is up sharply year over year; Las Vegas Realtors (LVR) reported big increases in active listings through mid-/late-2025, with October sales down vs 2024.
Record luxury listings: million-dollar-plus homes for sale in the valley hit an all-time high this summer (listings ≥$1M up ~42% Year Over Year [YoY] in July).
Luxury sales cadence: recurring monthly tallies show ~130–150 $1M+ closings per month in late 2025, ~60 days on market on average.
Los Angeles is the largest feeder market by far, with Seattle and San Francisco following. Most West Coast buyers relocate for better housing value and lifestyle upgrades.
Top inbound metros (recent 3-month window): Los Angeles by a wide margin, then Seattle and San Francisco.
Broader 2023–25 context: LA has been the single biggest feeder for LV; affordability vs coastal CA is a key factor.
Tool Research
Insights from our search:
Chat GPT can be used as a user database on the Business account. Any project can be made into a custom GPT and be used as a basis for brainstorm or recollection from long and extensive documents. Security and privacy is secured due to features like SSO and multi-factor authentication – plus support for compliance with GDPR, CCPA, and other privacy laws.
Midjourney is an excellent tool for visual assets as you can customize models based on visual preferences, however, they should be used in combination with stock photo sites like Adobe Stock/ Envato. A lot of AI work needs a strong basis and foundation for realistic and clear work. This in combination with a good visual eye can manage to produce realistic and aesthetic content for content.
Competitive Analysis
Competitors have visually appealing main sites, and were used as inspiration. However, for aspects such as socials, the effort was not pronounced and mostly contained inconsistent posting cadences. Over 65% of captions were done by AI with absolutely no editing. As a result, it sounded uniform across some competitors’ social media and did not stand out in any way. However, what they did have that could counter this were strong visual assets.
However, what they did have that could counter this were strong visual assets. Since our company lacked such assets for now and in the near future, I had to figure out a way to stand out amongst the crowd of luxury homebuilders. Therefore, the idea of using an impactful, aspirational tone was selected for all channels. If we can get the user to personally resonate with our copy, this could foster a strong consumer-company connection and generate some loyalty based on emotional pull.
Personas
From our brainstorming and user insights, we came up with 6 personas.
3 of these are below:
Boomer Tech Mogul
Archetype: The Architect of Legacy
“I built the system. I’ll define how it’s remembered.”
Psychographic Profile
Age: 65–78
Net Worth: $1B–$10B
Background: Engineer or computer science exec, founded enterprise software or hardware firm in the ‘80s–‘90s
Residence: Medina, Pebble Beach, Gstaad, Singapore
Status: Married, two to three grown children (one in VC)
Beliefs & Values
Legacy is scale + resilience
Excellence is proven, not promised
Privacy = power
Systems-thinking governs all good decisions
Risk is tolerable if it’s well-modeled
Behavioral Traits
Still active in boards, endowments, and philanthropy
Makes decisions based on data, not instinct
Relies heavily on wealth advisors, lawyers, McKinsey-type consultants
Skeptical of social media and influencer culture
Interested in property as an asset class and family base
Pain Points
Distrusts overly emotional or “creative” pitches
Avoids unknown variables
Prefers familiarity and control over hype
Wants privacy but not isolation
Millennial Tech Mogul
Archetype: The Disruptive Visionary
“I don’t want to own the world. I want to rebuild it.”
Psychographic Profile
Age: 34–45
Net Worth: $100M–$2B
Background: Consumer tech, web3, AI, or platform product founder
Residence: SF, Tokyo, Lisbon, smart retreat compounds
Status: Single or partnered, nontraditional family structure
Beliefs & Values
Reality is designable
Wealth = freedom to prototype life
Aesthetics signal intelligence
Everything should be modular, scalable, and decentralized
Intuition is a valid metric
Behavioral Traits
Buys on vibe, idea, and alignment
Hates gatekeeping and opaque institutions
Learns through Discords, podcasts, and futurist newsletters
Invests in ecosystems (DAOs, climate protocols, longevity labs)
Sees real estate as a node in their sovereign architecture
Pain Points
Over-stimulated, doesn’t trust mainstream luxury
Hates being sold to, wants to opt in
Avoids environments where traditional power structures dominate
Prefers long-term utility and meaning over short-term prestige
Discovery Land Co–Style Developer (Competitor)
Archetype: The Lifestyle Ecosystem Builder
“We don’t sell homes. We build belonging.”
Psychographic Profile
Age: 45–65
Net Worth: Typically $50M–$300M (founder-level)
Background: Real estate, oil/gas, golf, finance, or lifestyle venture
Residence: Dallas, Scottsdale, Montana ranch, Cabo penthouse
Status: Married with 2–4 children, legacy-focused
Beliefs & Values
Community is the most valuable currency
Luxury must be livable
Exclusivity should feel organic, not elitist
Nature enhances, but doesn’t replace, service
Place tells story. Story builds tribe.
Behavioral Traits
Obsessed with details: dirt quality, sunset angles, club recipes
Seeks to build a lifestyle dynasty
Travels for sourcing inspiration (St. Moritz, Mallorca, Uruguay coast)
Thinks multi-generationally: kids, grandkids, legacy trusts
Wants to preserve authenticity while maximizing experience
Social Media
Establishing a Cadence
Nov Q4 Social Media Cadence
Originally, the company had planned for a social media launch in Q1 of 2026. However, since deadlines kept getting moved around, I was asked to make a cadence of the last 2 weeks of Q4 within two weeks. Therefore, I had to strategize how I would be able to post blogs across 9 other sites, versus the other project at the company I had to lead. Upon doing some industry research, most people are looking at social media at the beginning, middle, and end of the workweek. Therefore, I settled on a 3x a week post (M, W, Fri.) for both this and the Golden Valley Ranch Project.
Main Categories of Content (E.P.I.C. Model):
To avoid posting getting monotonous, I was taught and implemented 5 different types of posts to cycle through.
E(ducational): Seeks to inform the reader about an aspect of either our services or industry.
P(romotional): Promotes solid and known facts about our offerings and products with stats and numbers
I(nspirational): Meant to invoke emotional and heartfelt response.
C(onversational): Instill conversation and engagement with the community
Additional category:
Abstract & Fun: Meant occasionally for silly or eccentric posts like jokes or memes
How Tone Was Formulated
After analysis of the UHNW individuals’ psychological profiles, I was able to hone in on a tone that can speak across the six profiles. The majority of these demographics do thrive on exclusivity, although they may not outwardly display such tendencies. Some of these demographics may not wear top-notch designer brands, but in a psychological need to be outwardly different or stray from the norm amongst their peers, they still seek exclusivity in the mundane. The luxury amongst these people is time. When these buyers can have anything they want from everything in the world, what can you offer them? You can offer them exclusivity, not too brash or outwardly, but through small touches. What made Rhodes Hills so special is its location and custom housing.
High atop the mountain, on the cusp of the unknown and the bustling city below. National Park trails are minutes from their home, and the strip is a 5-minute helicopter ride from the summit. Above all, it’s the potential for growth and luxury. Blue Diamond Hill, where Rhodes Hills resides, is the last piece of land in Las Vegas that can be expanded beyond the city’s limit. Therefore, the opportunity for investment and legacy is there. However, we can’t state this explicitly, as it loses its elusive value. Instead, posts must zoom in and focus on aspects and feelings. Amenities, experiences, and landscapes can be spoken about, and it piques the audience’s interest and curiosity. Therefore, an aspirational yet breadcrumb approach is the tone I decided to use across social media.
Brand Narrative Strategy
Rhodes Hills is a luxury real-estate development seeking to differentiate itself from traditional builder marketing through storytelling, aesthetic cohesion, and emotional resonance. As the Creative Strategist & Digital Content Lead, I developed a narrative-forward Instagram identity designed to position Rhodes Hills as a place where architecture, nature, and memory converge.
My goal was to craft an Instagram presence that felt more like a living editorial magazine than a typical real-estate feed, balancing luxury minimalism with atmospheric storytelling.
I redefined the Rhodes Hills brand voice into a tone that communicates: quiet luxury, emotional depth, sensory stillness, and architectural poetry.
Across posts, I used a signature narrative voice ****characterized by:
Sensory imagery: “Smoked amberwood. Wild fig. Desert sage after rain.”
Spatial poetics: “The light that drifts unhurried across the floor.”
Atmospheric pacing: “Softer, slower, like the world finally exhaling.”
Emotional luxury: “Every home is a message to tomorrow.”
This approach elevates Rhodes Hills from simply “selling homes” to crafting a mythic sense of place**,** the emotional foundation of modern luxury branding and a pull for the UHNW demographic.
Examples of Posts Across Socials
Example Reels found on original case study site
Audience Positioning & Strategic Intent
This Instagram strategy targeted multiple premium buyer personas simultaneously:
Luxury relocation buyers (aesthetic-forward, lifestyle seekers)
Modern families (values, comfort, community)
Design-driven homeowners (architectural taste)
Quiet-luxury millennial & Gen X audiences
Future-forward tech buyers (aligned with smart-home narratives)
By weaving narrative through imagery, the account appeals to emotion before logic, which is the cornerstone of luxury marketing.
Digital Articles
DA Strategy Overview
Our DA strategy aims to establish Rhodes Hills as a thought leader in luxury real estate while optimizing for SEO performance. By creating high-quality content that resonates with our UHNW target personas, we can drive organic traffic and support our aspirational brand positioning.
Examples of Digital Articles
Digital Article Strategy Summarized
In combination with our Copywriter, we launched the website with around 7 blogs to make sure there was content on launch. Apart from this I created a Digital Article Cadence for the start of Q1 with these articles incorporated. The strategy was to have these blogs on the site and then at the start of Q1, incorporate a social media post every week backtracking to a previously posted article. Therefore, the social media push is unique and the articles can get a refresh and new influx of viewers. Once all current articles have been back linked on social, then there can be the fresh current post with a new article and new content.
Objectives
Establish Rhodes Hills as a premium lifestyle destination through long-form, search-optimized storytelling.
Build an editorial foundation that humanizes the brand’s “otherworldly” positioning.
Create articles that rank, inform, and emotionally resonate with buyers in the ultra-high-net-worth and aspirational luxury categories.
Increase organic traffic to the newly developed community website.
Support the sales team with evergreen, educational, and inspirational digital content.
Strategy Deep Dive: Establishing the Pillars of Lifestyle, Community, and Modern Living
To position Rhodes Hills as a lifestyle-forward, future-ready luxury community, I built a multi-pillar content ecosystem rooted in narrative clarity, SEO architecture, and buyer psychology. Using the three foundational articles I wrote, I developed a scalable strategy that enhances discoverability, strengthens brand identity, and creates an interconnected digital experience across channels.
Segment from Inspiration Media Library
I structured the digital editorial direction around three core pillars, each tied to a primary buyer motivation and one of the articles I wrote:
Pillar 1 — Lifestyle & Location Desire
Asset from Inspiration Media Library
Relocating to Las Vegas: A Luxury Lifestyle Guide
Crafted to speak directly to relocation buyers and luxury movers seeking lifestyle elevation.
Positioned Las Vegas as a sophisticated, tax-friendly city with cultural depth and high-end living.
Served as a gateway article with broad SEO potential and high emotional resonance.
Pillar 2 — Community & Development Vision
Why Master Planned Communities Offer More Than Just Homes
Targeted planners, families, and intentional-living buyers with a focus on amenities, design, and long-term value.
Reinforced Rhodes Hills’ identity as a thoughtful, community-first development.
Wove together lifestyle storytelling with informative real-estate framing.
Pillar 3 — Innovation & Future Living
Smart Home Integration: Future-Proofing Your Custom Build
Positioned the brand as forward-thinking and technologically aligned.
Served the tech-savvy and modern-luxury audience segment.
Added SEO depth in a high-growth search category: smart home features and home automation.
By grounding content in these three pillars, I shaped a holistic, multi-dimensional brand narrative that speaks to varied buyer personas while supporting long-term organic visibility.
Creating an Interconnected SEO Ecosystem
Rather than letting each blog exist in isolation, I designed an SEO-forward system where articles support one another structurally and contextually.
Internal Linking Structure
Articles were interwoven, with each piece linking naturally to the next:
Lifestyle → Community → Smart Home → back to Lifestyle
This built a content loop that improved:
Crawlability
Session duration
Click depth
Topical authority
Keyword Clustering
I selected search clusters tailored to each pillar, capturing both broad and niche buyer intent:
Luxury lifestyle + relocation
Master-planned communities + amenities
Smart homes + modern luxury living
This structure transforms the blog from isolated posts into a strategic content hub designed to attract, inform, and retain high-intent buyers.
Introducing Omnichannel Marketing Through Social ↔ Blog Integration
To expand reach and strengthen brand cohesion, I came up with a simple but highly effective omnichannel content pathway to implement for Q1 2026.
Every other week, social media content will be linked back to one of the key articles.
This strategic choice created a closed-loop ecosystem between long-form and short-form content.
Implementation
Every second week, a social post or reel is designed to extend the narrative of a specific blog.
Posts use storytelling, imagery, and micro-insights drawn directly from each article.
Captions framed blogs as lifestyle or informational guides, increasing click-through appeal.
Reels will visually summarized highlights (e.g., master-planned amenities, smart home features, Vegas lifestyle) to boost interest before linking to the full article.
Why This Matters
This integration will create:
A seamless customer journey from discovery (social) → education (blog) → conversion (inquiry).
Omni-channel consistency; the brand will sound and look unified across platforms.
Higher blog visibility and traffic, especially from mobile and social users.
Content reuse efficiency, letting long-form articles power multiple short-form assets.
Better audience segmentation, since link-driven social posts align content with user interest.
Overall Impact
This omni-channel cycle strengthened the relationship between platforms and ensured the brand message remained consistent, recognizable, and strategically aligned: a core principle of modern marketing that will elevate the company’s digital presence.
Final Result
Using just three articles as anchor content, I built a multi-channel storytelling ecosystem that:
Appeals to diverse luxury, family, and tech-forward buyers
Increases organic search visibility and topical authority
Builds a cohesive narrative identity for the brand
Integrates social media and web content into a single strategic flow
Turns long-form articles into ongoing engines for engagement, awareness, and education
Takeaways
Through this narrative-first strategy, Rhodes Hills gained:
A distinct brand identity differentiating it from competing developers
A cohesive, luxury-standard Instagram aesthetic
Higher-quality engagement with emotionally resonant content
A unified editorial style across blog + social
A foundation for long-term omnichannel marketing
Stronger perception among relocation, design-focused, and lifestyle-driven buyers
Even without original photography or built structures, the storytelling established Rhodes Hills as a place, a feeling, and a future, not just a product.
Like this project
Posted Dec 1, 2025
Developed a digital content ecosystem for Rhodes Hills luxury real estate.
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Timeline
Jun 30, 2025 - Dec 30, 2025
Clients
Harmony Homes
