Carmella Case Studies

Alder & Stone

Building a Digital Foundation for a Modern Mountain Development

How Carmella Supported Early Interest and Long-Term Buyer Engagement

real estate development case study

Intro

Background

Real Estate Development / Multi-Phase Pre-Sale Residential Project

Alder & Stone is a modern collection of stacked and row townhomes located in Three Sisters Village in Canmore. The development is designed for full-time mountain living and offers one to three bedroom homes with private patios, rooftop decks, garages, and thoughtful interior finishes. Built by local builder Distinctive Homes Inc., the project targets first-time buyers, investors, and downsizers who are looking for a contemporary home in a true mountain town setting.

As a pre-sale development with multiple future phases, Alder & Stone needed a strong digital foundation to support early interest and long-term buyer engagement.

The

Challenge

Alder & Stone required a website that clearly communicated the value of the project while also serving as a lead-generation tool during the early pre-sale phase. With limited product information initially available and future releases planned in stages, the team needed a way to capture interest without creating buyer fatigue or confusion.

They also needed a system to nurture leads over time and keep potential buyers informed as details such as floor plans, pricing, and availability were released. Without an automated process, this would have required significant manual effort and risked lost opportunities.

Our

Approach

Carmella designed and built a new website for Alder & Stone that reflected the clean, modern character of the homes and the surrounding Canmore lifestyle. The site was structured to tell the story of the project, highlight key features of the homes, and establish credibility for the builder. VIP registration was integrated throughout the site to ensure every point of interest led to lead capture.

Carmella implemented a drip campaign system to capture, segment, and nurture leads. New registrants are automatically entered into a structured email flow that introduces the project, explains the benefits of VIP access, and shares detailed information about the homes, location, and builder. As the project progresses, the system supports ongoing updates related to floor plans, pricing, and phase releases, allowing the sales team to communicate consistently and at scale without manual follow-up.

Modern Digital
Foundation

Streamlined Lead
Capture & Nurture

Stronger Buyer
Engagement Over Time

The

Results

Alder & Stone now has a centralized digital platform that supports both brand positioning and sales growth. The new website provides a clear and professional presence for the development while actively capturing qualified interest.

The automated lead nurture system ensures that prospects remain engaged over time and are pre-qualified by the time sales phases open. This foundation positions Alder & Stone to convert early interest into stronger launch momentum, shorter sales cycles, and higher-quality buyer conversations as each phase is released.

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