Parade of Homes

The Richmond Parade of Homes has been helping Virginians find homes, builders, and inspiration since 1951. It is Virginia's largest home show. Every year, builders throughout the Greater Richmond region design and construct model and move-in-ready homes for the annual tour.

When Parade of Homes first became our client in 2020, our focus was social media. It was the height of COVID, and no one knew exactly what the year would bring. We prepared for every possibility—even discussing virtual tours and other ways the event might have to adapt.

But we couldn't help being inspired by the magazine.

Each year, Parade of Homes published a printed guide to the homes. Because many of the neighborhoods were so new, even Google Maps hadn't always caught up yet. The magazine was an essential resource for visitors, helping them find communities, compare homes, and navigate the tour.

It's rare these days that a printed publication is a non-negotiable part of a marketing strategy, and we knew we had the perfect opportunity to take advantage of it. We saw so much potential in an asset the organization already had.

We convinced the client to let us expand our role beyond social media and take over the magazine. We added new editorial features to make the publication feel like a magazine people genuinely wanted to read. We featured local interior designers sharing decorating tips, highlighted Richmond artists, and celebrated the people behind the homes. Not only did these additions create a better experience for readers, but they also helped us build new relationships throughout Richmond's design community.

The ultimate goal for builders is to appeal to potential buyers. We knew the most powerful sales message wouldn't come from us—it would come from the families already living in Parade homes. Their stories became authentic testimonials that helped future buyers picture themselves doing the same.