CHALLENGE
When Arden, a visionary residential “agrihood” in Wellington, Florida, first welcomed its earliest residents, the community was virtually unknown. As the first development of its kind in the state—blending agriculture and suburban living—Arden needed to define its identity, educate the market, and build long-term awareness across local, regional, and national audiences. Freehold Communities and Lennar turned to Red Banyan to help position Arden as a high-demand lifestyle destination from the ground up.
ACTION
Red Banyan built and executed a comprehensive, sustained communications strategy that elevated Arden from a niche development to a nationally recognized model of farm-to-table living. Our tactics included: media relations, thought leadership from Arden’s Farm Directors as national voices in gardening and homesteading, owned & social media, and regular press announcements and event promotions.
IMPACT
Over the course of more than five years, Red Banyan helped transform Arden from a newly launched concept into one of the most recognizable and celebrated agrihood communities in the country. Through sustained, strategic communications, we elevated the development into a household name in real estate, lifestyle, and sustainability media.
- Secured consistent coverage across national, regional, and local media, including Martha Stewart Living, Homes & Gardens, The Spruce, Living Etc., and dozens of Florida-based outlets
- Positioned Arden as a national model for wellness-oriented living, helping shape the broader conversation around farm-to-table communities
- Established enduring thought leadership by turning the community’s Farm Director into a go-to media expert featured in top publications and regular editorial columns
- Generated hundreds of pieces of owned and earned content, including press releases, blog posts, and more than 1,000+ unique social media posts across platforms
- Reinforced credibility for Arden and its builders, Freehold Communities and Lennar, with expertly written media materials and award-winning brand storytelling
- Helped drive visibility that supported home sales, resident engagement, and community momentum as Arden evolved from launch phase to thriving lifestyle destination
Red Banyan’s long-term strategic partnership didn’t just deliver media hits—it built a legacy brand rooted in innovation, sustainability, and community.