Overview
4R Fences and Patios operates in one of the toughest arenas imaginable: a saturated local market where most competitors compete on price alone. They wanted to attract middle- to higher-income homeowners, but price shopping was killing differentiation. The challenge wasn’t visibility—it was trust. My job was to reposition 4R so homeowners didn’t see another contractor, but the one.
Approach
I started with audience analysis and landed on a clear insight: this isn’t a rational purchase, it’s an emotional one. A fence or patio isn’t just lumber and concrete—it’s protection, memory, and peace of mind. I built a brand guide centered on a straightforward, reliable, and genuinely human tone. From there, I created a repeatable social framework the team could run themselves, paired with professional ads to establish credibility. For video, I leaned hard into nostalgia—family footage, backyard moments, Texas weather—and shot cinematic drone footage to tell a simple story: home. The campaign was A/B tested, refined through engagement data, and scaled into segmented lead-generation audiences.
Outcome
The campaign cut through the noise and reframed 4R as a brand homeowners could trust with their families and their homes. On a small business budget, the strategy consistently delivers 5–10 qualified leads per month. As a bonus, the work earned a Gold MarCom Award, validating not just the performance, but the craft behind it.
